Strategic growth: The economic power of family-friendly workplaces
The European Business Association (EBA) and United Nations Population Fund (UNFPA) co-organised an executive forum, with the support of the European Union and Sweden.
Tbilisi, 17 June. 2026. The executive forum, co-organised by the European Business Association (EBA) and the United Nations Population Fund (UNFPA), brought together private-sector leaders and industry pioneers, International Financial Institutions (IFIs), and diplomats to explore the link between private-sector growth and demographic resilience.
As global investment standards shift toward ESG and responsible financing, this forum highlights how family-friendly policies have evolved from corporate perks into a fundamental requirement for securing international capital.
By showcasing successful business cases and the evolving lending criteria of financial institutions, the session demonstrates that a “culture of care” is both a social imperative and a critical driver of sustainable economic competitiveness in Georgia.
At the event, Didier Trebucq, UN Resident Coordinator, highlighted the decisive role of the private sector throughout this process: “When companies adopt family-friendly policies – flexible arrangements, parental leave for both parents, on-site or subsidised childcare – they signal to workers: you do not have to choose between a family and a career. That signal changes decisions: about staying in the workforce, about having children, about returning after parental leave. Over time, it shapes demographics. The UN can set norms, provide technical support, and advocate for policy change — but it is the private sector that creates the conditions millions of people experience every working day. The leaders gathered here today have the power to make family-friendliness a competitive advantage — and a model others will follow. The UN family is your partner in this.”
The obstacles women face in the labour market have also been discussed. Zane Rungule, Chargée d’affaires, EU Delegation to Georgia, noted that the family-friendly policies have direct economic benefit: “Over the years, women continue to bear a disproportionate share of unpaid care responsibilities, and Georgia is no exception. This often limits women’s participation in the labour market, affects career progression, and contributes to the persistent gender pay gap. Companies with strong parental leave, flexible work, and childcare support record lower staff turnover, higher productivity, and stronger talent pipelines. Legislation alone is not enough—lasting change also requires supportive workplace cultures and commitment from senior management. For countries such as Georgia, these experiences can offer valuable lessons. Advancing family-friendly policies can help unlock the full potential of the workforce and contribute to a more inclusive and competitive economy that can attract European investment.”
The participants of the forum noted the need for multilateral involvement and partnerships to ensure such an environment. Anna Lyberg, Ambassador of Sweden to Georgia, has confirmed the importance of joining efforts in her keynote speech: “Equal participation is not a goal that any one actor can achieve alone. It requires commitment from women and men, from families and communities, from policymakers, and from employers. That is why we are proud of the work we do together with the UN, both globally and in Georgia.”
Mariam Bandzeladze, Head of the UNFPA in Georgia, highlighted how internal business investments contribute to the long-term sustainability of society: “Inclusive and gender-sensitive family support policies not only improve individual well-being but are also a crucial prerequisite for a company’s success. Investing in family-friendly policies is the best strategy for achieving demographic sustainability. When a work environment is focused on family support, people feel a sense of stability and confidence. They no longer fear having children, knowing that they will not lose their careers or financial security because of it. And the equal distribution of the burden of care gives women the chance to remain in the workforce and reach their full potential. The investment made in families today is a guarantee that our society and economy will be prepared for the future.”
John Braeckeveldt, President of the European Business Association, summarised the compatibility of the private sector’s economic vision with international standards: “Fostering family-friendly workplaces is a strategic economic investment. By aligning business practices with evolving international ESG standards and responsible financing, we are ensuring that Georgia’s private sector remains competitive, resilient and attractive to global financial institutions. A culture of care is ultimately a culture of growth. Through our partnership with UNFPA, the EBA is proud to champion policies that not only support our communities but also actively fuel private sector growth and demographic resilience.”
What does a family-friendly policy mean?
The United Nations Population Fund (UNFPA) supports countries in building demographically sustainable societies. A vital part of this process is creating an environment that makes it easier for people to realise their desire to have children without having to give up their career aspirations. In this context, the workplace plays a crucial role. Advocating for family-friendly and gender-sensitive policies in both the public and private sectors is a key priority for UNFPA. Such policies help all employees balance work and family caregiving responsibilities, foster a welcoming work culture and environment, and offer practical and emotional support.
Family support policies help couples have as many children as they wish while ensuring that both mothers and fathers can remain fully in the workforce and benefit economically. Components of such policies include adequately paid parental leave for both mothers and fathers, flexible work schedules for parents, dedicated spaces for nursing mothers, designated childcare areas in the workplace, and more.
The best way to cope with demographic change is to create conditions that give people firm confidence in their own future and that of their families. If young people have access to quality education and healthcare, are stably employed, and receive support to ensure their families’ well-being, they are less likely to emigrate; furthermore, they are more likely to decide to have more children.
Evidence shows that family support policies promoting gender equality—both at the national level and those implemented by the private sector—are powerful tools for overcoming discriminatory gender norms and redistributing family care and unpaid labour, thereby allowing both women and men to realise their career and reproductive aspirations.
The business forum was held within the framework of the programs “European Union for Gender Equality: Together Against Gender Stereotypes and Gender-Based Violence,” supported by the European Union, and the UN Joint Program for Gender Equality, supported by Sweden.
About the European Union
For more than 30 years, the European Union has built a close partnership with Georgia, supporting its development through knowledge and experience sharing, expertise, innovation and financial support. The relationship between the EU and the citizens of Georgia is based on shared values of peace, freedom, democracy, human rights and inclusive economic growth. More about the EU’s support in Georgia https://eu4georgia.eu/the-european-union-in-georgia/