Who cares? - We begin by setting the current state of play on family-friendly employment in the context of the economic cycle and broader demographic changes. Our brief historv shows that measures to support working parents are not a new phenomenon: we cite IRS research into emploversupported childeare during the boom years of the late 1980s. More recentlv. the work-life agenda has moved bevond childeare to encompass a far broader range of benefits and flexible working practices.