Sarajevo, 3. October 2024. – UNFPA, the United Nations Population Fund, in Bosnia and Herzegovina, supported by the Austrian Development Agency (ADA), officially launched a partnership today with six private companies in BiH – Addiko Banka Sarajevo, dm drogerie markt, Imaco Systemtechnik, Konzum d.o.o. Sarajevo, Lanaco, and NLB Banka Banja Luka- at the DRIVE conference.
This partnership is part of the “Expanding Choices” programme which strengthens the capacity of governments and the private sector to design and implement gender-responsive family policies to help women and men balance work responsibilities with family, care, and domestic obligations, without perpetuating harmful gender norms, roles, and stereotypes around caregiving.
Furthermore, the programme encourages the private sector to create family-friendly workplaces by promoting gender-responsive family policies in cooperation with both governments and the private sector in Bosnia and Herzegovina.
Željko Blagojević, Head of Population and Development at UNFPA, emphasized the urgent need for change: “In Bosnia and Herzegovina, half of the working-age women are prevented from working in the labor market as they prioritize care for children and family over career. For over half a million of inactive or unemployed women, it is necessary to create an environment in which adequate public services for child and long-term care are accessible, so they have time and opportunity to strengthen their human capital and contribute to the socioeconomic development of their families and society. The private sector is a key partner in unlocking women’s potential by providing support, strengthening skills, and creating family-friendly workplaces that enable women to fully participate in the labour market.”
Building on this, Amra Kapo, Associate Professor at the University of Sarajevo, presented research exploring how Generation Z envisions gender-transformative, family-friendly workplaces: "Our research on Generation Z —young people born between 1997 and 2012—shows that their attitudes toward family-friendly policies are driving a new wave of change in the workplace. Raised in an era of technological innovation and digital transformation, Generation Z employees are known for their adaptability, creativity, and strong desire to maintain a healthy work-life balance. More than previous generations, they seek work environments that prioritize flexibility, mental health, and personal growth.”
Mersiha Mima Mehić, CEO of Kolektiv / MojPosao.ba and the organiser of the Drive conference emphasized the benefits of family-friendly policies for businesses: "Promoting family-friendly policies is essential to fostering inclusive, productive workplaces. Companies that prioritise these policies enable employees to balance their professional and personal lives better, leading to greater job satisfaction, loyalty, and overall performance. Family-friendly environments not only support gender equality but also contribute to a healthier workforce and stronger communities. By implementing these policies, we are investing in the long-term success of both individuals and businesses, creating sustainable growth for society as a whole."
Launched in 2020 in Region, this programme has already delivered significant results for participating companies, including improved talent retention, increased gender balance in leadership, and reduced turnover costs by providing better support for female employees returning from maternity leave. Furthermore, companies have seen lower absenteeism rates due to the introduction of child-friendly spaces, helping employees balance childcare and work more effectively. These positive changes have enhanced employee well-being, boosted economic performance, and strengthened the country’s resilience to demographic shifts.
