Women and work: Why supporting fertility and family growth is good for business

October 16, 2025

In workplaces across Canada, there is a growing problem hidden in plain sight.

It hides in an employee’s worries about how she and her partner will pay for another round of IVF. Or in a colleague’s stress about rescheduling a big presentation to make a crucial egg-retrieval window. It lingers in a manager’s grief after an unsuccessful embryo transfer, or her partner’s distress about an uncertain road ahead.

This is the psychological baggage of infertility, a winding, uncertain and often costly process that affects a significant – and increasing – share of Canada’s workforce. It’s now estimated that one in six¹ Canadian couples face fertility challenges – a rate that has doubled since the 1980s.

According to Statistics Canada², the national fertility rate hit a record low in 2023. Fertility-related medication usage increased by 14.6 per cent from 2023 to 2024 alone, according to Manulife Canada’s aggregate group benefits claims data. In any given team huddle or Zoom check-in, there’s a good chance at least one attendee has navigated, or is currently on, an uncertain path to parenthood.

Individuals undergoing fertility struggles can experience a range of stressors that impact their physical, mental and emotional health – and almost none of it is visible to their managers, their colleagues and their direct reports.

Shyna Asaria, a registered nurse and fertility awareness educator at Maven Clinic, a virtual platform that specializes in women’s and family health, has seen firsthand how often women turn down promotions, or put off career shifts, while navigating fertility challenges.

“You often have to live with constant background stress that’s invisible to others,” she says. “There are always questions in the back of your mind. You’re waiting for lab results, doing constant testing and wondering if treatments are working. All the while, you’re trying to function and carry on as normal at work.”

Fertility may be a deeply personal matter, but it’s also becoming a workplace prerogative. More and more employees want to work for organizations that support their family-building journeys. According to Maven, three out of four³ millennial women would consider switching jobs to gain fertility coverage. And having access to experts who can help navigate the journey can prove invaluable.

Employers need to start recognizing the benefits – to productivity, morale, retention and, yes, the bottom line – that can come from bringing fertility struggles out of the shadows, says Jennifer Foubert, assistant vice-president and head of product and growth for Group Benefits at Manulife Canada. “This is a chance for organizations to differentiate themselves,” she says.

Fertility has not traditionally been a major priority for employers. In fact, only oneper cent of Manulife Canada’s group benefit plan sponsors currently opt to provide coverage for treatments at fertility clinics, according to Ms. Foubert. But as the composition of Canadian workplaces evolves, so too must the ways in which organizations support the health of employees. “Women now make up nearly half of the Canadian workforce,” she says. “It’s time to advance real change.”

Experts from Cleveland Clinic Canada and Manulife Canada say that when employees are given access to tools and resources to better navigate fertility issues, they feel more confident in their ability to perform at work. When they’re able to create flexible schedules, they’re less likely to call in sick for appointments and consultations. And when they know their employer understands and supports their journey, they’re more likely to stick around: According to Maven data, 96 per cent of employees are more loyal to employers that offer fertility and family-building support.

This all has real economic value: When employers step up to support fertility, the results can be dramatic – especially for women. “When women receive the right support, organizations can see a productivity increase of as much as 50 per cent⁴,” says Dr. Titilayo Olupona, primary care physician and physician lead for executive health, Cleveland Clinic Canada, which serves as the medical director for Manulife Group Benefits.

Employers are in a unique position to capture this benefit, while also improving the well-being of employees of all genders on the family-growth journey. Experts recommend three best practices:

1. Provide resources and information

   Since there’s still a lot of stigma and misunderstanding surrounding fertility issues, experts recommend employers take steps to improve understanding of what the journey can entail. Setting up lunch-and-learn sessions or peer-to-peer groups to ask questions and share information about what fertility treatments can involve and what supports are available to employees are good starting points.

   Over time, this creates a more empathetic and supportive environment for those experiencing fertility challenges, according to Dr. Olupona. “The fertility journey can, at times, be emotionally challenging,” she says. “Women may choose to keep silent about their struggles due to fear of workplace bias, limited advancement opportunities or negative effects on compensation.”

   It’s important to provide psychological safety and show genuine engagement with women’s health. “Management sets the tone and plays a critical role in shaping and supporting women’s health,” points out Dr. Olupona.

   2. Encourage flexibility

   “Fertility is all about timing, and women have no control over it,” Ms. Asaria says. Processes around triggering ovulation, sperm retrieval and embryo transfer can operate on unpredictable, and sometimes abrupt, schedules. “Flexibility from employers is key,” says Ms. Asaria.

   Experts recommend providing employees with additional time off – paid, if possible – for fertility treatments. And policies could extend beyond just appointment times. Research shows that nearly three in 10 women with fertility-related health challenges choose to forego taking time away from work, even when facing severe symptoms such as bleeding and pelvic pain.

   “Many people struggle with anxiety, depression and financial stress as part of their fertility journey,” says Dr. Olupona. “You can’t be at your best when you’re in pain. You can’t thrive, be productive or creative.”

   3. Provide support through benefits plans

   Employers can also revisit their group benefits packages offered to employees, with an eye to building in more robust and holistic supports for prospective parents.

   Offering coverage for fertility treatments is a great place to start. “The fertility journey often comes with significant emotional and financial challenges related to treatment and procedures,” says Ms. Foubert. “It’s clear there’s a fertility funding gap in Canada, so providing coverage for both drugs and treatment can make a tremendous difference on the path to parenthood.”

   Employers can also consider providing supports to help employees and their partners untangle the psychologifcal, emotional and logistical aspects of a fertility journey. In her work consulting with individuals and couples at Maven, Ms. Asaria sees the difference this makes every day.

   “I see just how much of a benefit it is to have someone to consult with, and to received empathy and understanding,” she says. “You can see that they feel more empowered about their options and are able to advocate for themselves.”

   It’s a big reason Manulife Canada is now adding access to Maven as part of its benefits offering to employers. The virtual clinic offers guidance across major life stages – fertility and family planning, maternal and postnatal health, parenthood and midlife/menopause care.

   Ms. Foubert emphasizes that providing more support for women’s unique health needs is not only the right thing to do but also essential for stronger, more inclusive workplaces and communities.

   “We know that women’s health has been underfunded and under-researched, and we know that demand for fertility support is on the rise,” she says. “Organizations have an opportunity to modernize their offerings and demonstrate leadership in employee well-being and to see that play out in terms of attendance and productivity. It’s an opportunity to optimize benefits plans and, ultimately, build a more resilient workforce.”

This story was originally published in The Globe and Mail on October 14, 2025.

This article is for informational purposes only. It is not intended to diagnose or treat a condition. If you have questions or concerns about your specific situation or are seeking medical advice, contact your medical doctor or your health-care provider.

A note about gender:
While we use the term “women,” “female,” and “men” and “male” in this article, we recognize that these terms are not inclusive of all gender identities and that the health issues addressed here may be relevant to individuals across the gender spectrum

Cleveland Clinic Canada:
Manulife is proud to have Cleveland Clinic Canada on board as Medical Director for our Group Benefits operations. Cleveland Clinic Canada has a wealth of global healthcare expertise and shares our goal to help Canadians live longer, healthier, and better lives. Cleveland Clinic is a nonprofit organization that has been at the forefront of modern medicine since 1921. In recent years, Cleveland Clinic has worked with progressive companies in Canada and around the world to prioritize the health and well-being of their employees, customers, and communities.

Maven Clinic:
Maven is the world’s largest virtual clinic for women and families on a mission to make healthcare work for all of us. Maven’s award-winning digital programs provide clinical, emotional, and financial support all in one platform, spanning fertility & family building, maternity & newborn care, parenting & pediatrics, and menopause & midlife. More than 2,000 employers and health plans trust Maven's end-to-end platform to improve clinical outcomes, reduce healthcare costs, and provide equity in benefits programs.