How PUMA supports working moms during back-to-school season

Having employees return to work full-time this fall may seem like a good way to start the fiscal year, but it could cost companies if those policies eliminate flexibility for those who need it most. 

About one-third of working women are also mothers, according to the U.S. Census Bureau, and 66% are working full-time jobs. As many RTO mandates coincide with the start of a new school year, working parents are craving continued flexibility so that they can be present for important milestones — and employers have the opportunity to provide it.  

"The back-to-school season is a constant balance of ensuring you're productive and performing at work, while also ensuring your kids are adjusting to the return to school, performing well, and have your full attention and support," says Alicia Austin, senior vice president of people and organization at clothing and shoe brand PUMA. "The fall [however] tends to be busier as many brands are ramping up for the holiday season and some companies may scale back on flexibility because of that." 

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But flexibility is actually the key to keeping women active in the workforce this fall. As of June, 70% of women with children under the age of five are now working, according to a new report from the Hamilton Project at the Brookings Institution. This marks a small but significant increase when compared to pre-pandemic numbers, which stood at 68.9%, and the shift to remote and hybrid work is one of the primary drivers.

As a mother of two herself, Austin has experienced first-hand how difficult it can be to juggle back-to-school nights, after-school activities and homework, as well as helping her kids manage change with new teachers and different classmates, and in some cases, a new school as they progress through grades.

"More often than not, your mid-to-late afternoon is impacted right until bedtime to ensure your kids are situated and set up for success," she says. "These can be very long days for working parents. A lot of organization and coordination is required to keep all the balls in the air. There can be a lot of additional stress for the whole family."

At PUMA, employees only need to be in the office three days a week, and those days are completely dependent on the team and can be discussed with the team leader. On the remaining two days, employees can choose where they want to work. This model has been successful thus far, according to Austin, but the company is still consistently reviewing and updating their policies to ensure its current and working for their teams.

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Supporting women — and all parents — with continued flexibility in their schedules has been proven to improve retention: women with child care needs are 32% less likely to leave their job if they can work remotely, according to a 2021 report from Catalyst, a global nonprofit that focuses on building workplaces that are equitable for women. 

PUMA rolled out its formal hybrid working policy in September 2021 and has been back in office for two years now. This flexibility has allowed for greater communication among leaders, and has instilled the sense that their needs outside of work matter, too. 

"Flexibility allows working moms to be present for their children during the time of back-to-school, often a time marked by numerous changes to routine and environment," Austin says. "Each child has different needs — flexibility can allow you to focus on your child's individual needs, be there for them, while also making a continued impact at the office."