How do you solve a problem like work-life balance in an industry known for long hours and poor boundaries?

This is the challenge being taken on with grit and generosity by Bloom, the network for women in marketing consultation. The group is launching an ambitious nationwide consultation which is designed to uncover if and how different groups are impacted by a lack of support for work-life balance.

In line with Bloom’s action-orientated approach the research results will be used to develop tangible, actionable guidance to help the industry commit to more inclusive and healthy working cultures.

Entitled ‘The Juggle’ the study launches amidst numerous studies following the pandemic which have shown that women are now more concerned about burnout than men. According to the recent McKinsey Women at Work report 40% of women have considered downshifting their careers or leaving the workplace altogether. While the Deloitte Women@Work report paints a concerning picture of workplace burnout. Over half (53%) of women say their stress levels are higher than they were a year ago and 46% of women feel burned out.

Bloom points to research  they continue to provide more emotional support than men – whether at home, in a caregiving role or at work. While concerns about work-life balance are cited as a key factor in women’s continued underrepresentation in particular job roles.

‘The Juggle’ aims to help uncover why this is and further explore the intersectional differences contributing to these worrying findings,

Elizabeth Anyaegbuna, President at Bloom UK, says: “Work-life balance is about so much more than flexible working or a good benefits package. At Bloom, we think it’s time for a new definition of work-life balance – one that accurately reflects the complex world we live in where the distinction between work and personal life has become more blurred.

She continues: “Other studies into work-life balance only consider gender divides and lump women together into one homogenous group. We’re taking it one step further with The Juggle. It’ll be the biggest and most in-depth consultation into this issue through an intersectional lens to explore how different groups of women are affected. Our 400-strong membership told us that improving their work-life balance was important, and now we’re calling on every woman in the industry to have their say on this crucial issue.”

The first stage of the consultation is research-led, and will explore what work-life balance means to women, how it can be improved, and whether differences in age, financial status, ethnicity or religious beliefs, sexuality, country of origin or disabilities, neurological conditions or caring responsibilities affect their experiences. The research touches on the impact of a lack of work-life balance on mental and physical health, as well as how employers can improve policies and practices.

The research results will form the basis of the second stage of the consultation where Bloom UK, together with a panel of experts, will develop tangible, actionable guidance for the industry on how to improve and achieve a better work-life balance for particular groups that lead to improved job satisfaction, employee retention and more ethical business practices.

The consultation is the latest example of Bloom driving positive, lasting change by supporting and developing initiatives to ensure all women within the industry can achieve their potential.

To take the survey and have your say, please click here.