Why Flexibility Is a Business Advantage

Caroline Masterton, Client Relationship Director with
Amy Hutchison, The Brand Support

At Parallel, we believe employee benefits should be rooted in empathy and shaped by the realities of modern life. Amy Hutchison, founder of The Brand Support, left the corporate world to build a business that works around her family, and her story is one many working parents will relate to. 

As we head into the summer months, her perspective is a timely reminder that true flexibility isn’t just a nice-to-have; it’s a powerful driver of loyalty, wellbeing, and productivity. I spoke to Amy about what she’s learned along the way and what tips she has for start ups shaping their Employee Value Proposition – supporting working parents and staying competitive. 

Can you tell us about your transition from the corporate world to founding The Brand Support? What was the tipping point that made you decide to step away from corporate life?
Leaving the corporate world wasn’t a decision I took lightly, but after becoming a mother, I found the rigid structure and relentless pace, wasn’t fully compatible with how I work or how I wanted to parent. The industry I was in and the global nature of my role meant an expectation of long hours and extensive travel which simply wasn’t going to work. The tipping point was when I realised that the culture I’d once thrived in now felt inflexible and unsupportive of this new chapter in my life. I knew I still had ambition, ideas, and energy to offer, but I needed a different environment to be able to utilise that. Founding The Brand Support was a way to create space for my skills whilst being flexible around my family.

What does a flexible working week look like for you now, and how does it help you thrive both personally and professionally?
Flexibility means I can build my work around my family, not the other way around. I get to choose which hours I am going to work and when I’m going to get my other life tasks completed. A typical week might involve a few early starts to get ahead of the game before the school run, I arrange all my client calls to be mid-morning after drop off, I’ll then focus on my client work and business tasks with a view to finishing in time for after school activities with the children. I work a few evenings a week when I know I have other commitments coming up. This approach allows me to deliver consistently for my clients while being the engaged parent I want to be. It means I have the autonomy to focus on getting the work done rather than worrying about how I’m going to be in two places at once. Flexibility across a working week or even working month and trust that the hours will be fulfilled is something that takes off time-based pressure allowing my energy and focus to be put into the work rather than logistics. 

If you could share one thing with employers about the realities of being a working mum, what would it be?
We’re not less ambitious, we really want to work and continue our career, but our priorities have evolved. Working mums are often some of the most focused, efficient, and emotionally intelligent people in the room and incredible multi-taskers to boot. With the right support and flexibility, we don’t just deliver, we thrive, which benefits those who we work for and those around us. There is so much untapped potential in the workforce due to logistical challenges around raising children. Autonomy, flexibility and trust would open up so many opportunities for employers and working mums alike. 

What do you wish you’d had more of in your corporate roles, and how are you now building that into your own business model?
At the risk of sounding repetitive, I wish I’d had more autonomy and trust. Too often, presenteeism was valued over outcomes. In my business, I lead with trust. I work with other parents and freelancers who know their rhythms and schedules, and I care about the results they deliver, not how or when they got to them. That shift alone creates a much more empowering environment.

Why do you think empathy towards working parents, especially during the summer months, is critical in fast-paced startup environments? 
Empathy is a business advantage. In fast-paced environments where agility is encouraged, we must also recognise that people’s home lives impact their energy and engagement. During summer holidays, the pressure on parents increases exponentially. Offering support, through flexible hours, reduced meeting loads, or childcare compensation, eases stress and boosts loyalty and advocacy. When employees feel seen and supported, they’re more likely to stay, contribute fully, and recommend the business to others. To ensure employees give all they can to a business, they need to feel valued and supported. It’s a key pillar of a compelling Employee Value Proposition.

How can businesses, especially startups, create a culture that truly supports modern families? Do you think this speaks volumes when it comes to the brand positioning of their business both internally and externally?
It starts with leadership modelling flexibility and openness. A culture that supports modern families recognises that caregiving responsibilities don’t diminish professional capability. Startups, in particular, have a unique opportunity to build progressive cultures from day one, ones that embed wellbeing, flexibility, and inclusivity into their DNA. When that happens, it doesn’t just attract top talent; it becomes a powerful part of the brand story, both internally and externally. Feeling part of something rather than working for someone is a culture shift that has a huge impact in motivation, productivity and business success. 

In your opinion, what impact does true flexibility and understanding have on productivity, retention, and loyalty?
It has a huge impact, when people feel trusted and understood, they naturally want to give their best. Flexibility doesn’t dilute productivity, it enhances it and allows energy to be focussed on the work itself. It creates an environment where people can do deep work without sacrificing their family responsibilities. That fosters long-term loyalty, reduces burnout, and helps businesses retain incredible talent that might otherwise be lost to outdated working models.

How do you support clients who are also juggling parenthood and leadership roles?
I meet them where they are. That might mean adapting meeting times, being flexible on deadlines, or simply offering a space where they can be honest about the juggle. I also help them streamline their brand and marketing efforts so they’re working smarter, not harder, because I understand that their time and energy are limited. My role is to make their life easier, not add more to their plate.

What advice would you give to other working parents reading this feeling anxious about juggling work with the school holidays this summer?
You’re not alone, and you don’t have to do it all perfectly. Plan ahead where you can, communicate openly with clients or employers, and build in pockets of rest, not just activity. It’s okay to say no. It’s okay to ask for help. And it’s okay if some days feel chaotic. The summer juggle is temporary, and the number of school holidays to juggle is limited. Remember where your priorities lie and remember they’re not young for long so try to save some energy for enjoying the holidays too!

A huge thank you to Amy for sharing her story and insights so openly. Her journey is a powerful reminder of why empathy, flexibility and trust must sit at the heart of any meaningful employee value proposition.

If you’re shaping your own EVP and want to better support working parents, or simply build a benefits approach rooted in the realities of modern life, don’t hesitate to get in touch with our Client Relationship Director: caroline.masterton@parallel-eb.co.uk // 020 8874 1230