Nabs has launched a Working Parents Initiative and white paper to share best practice. The charity's research has also found that six out of ten parents know of someone who has left their role because of pressures of being a working parent. This has risen three percentage points in the past two years.
Thirty-two per cent added that they have been "made to feel uncomfortable" by employers or colleagues over their responsibilities as a parent.
As a result, Nabs has released a set of recommendations for best practice such as introducing flexible working practices and training line managers and leaders in how to manage parents.
Other tips in the white paper include acknowledging the changing roles of parents, and introducing "culture changing" schemes that help parents.
Included in the white paper are a set of four recommendations for agencies: adopt flexible working practices; train your line managers and leadership teams; acknowledge the changing roles of mothers and fathers; and introduce culture-changing initiatives that benefit parents and your business, including the creation of working-parent communities and the identification of realistic role models in your company.
Karen Blackett, the chairwoman at MediaCom and the president at Nabs, said: "The evidence for supporting working parents is clear. By improving the wellbeing of industry mums and dads, we will have a happier, healthier and more productive workforce.
"It will offer businesses a real financial advantage and a tangible competitive edge in attracting and retaining talent – an invaluable trait for businesses looking to retain corporate knowledge and memory.
"Supporting working parents will also create a more diverse workforce, embodying more of the audience advertisers seek to represent.
"Together we can make a real change that not only makes life easier for our company’s mothers and fathers, but also fundamentally improves our working cultures and bottom-lines."
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