Shift’s Mission

Shift sparks new conversations about the support parents need to thrive – at home, at work, and within our society at large. We act as a catalyst for change by raising awareness, sharing stories, developing new tools, and providing a platform where family and career connect.

It’s time for a new narrative on Family and Career.

Thirty years ago…

Sociologist Arlie Hochschild wrote about the Second Shift. It was the 1980s. Women were entering the workforce in record numbers. After spending each day in the workplace, they would come home to a second shift taking care of their families before going to bed and waking up to do it all over again the next day. Women’s roles were fast-changing, and everything else was slow to catch up. Family became the shock absorber for strains.



Moms are participating in the workforce more than past generations while continuing to care for their families.


Dads are spending more time caring for their families while remaining active in the workforce.


Families are diverse yet share a common growing need for a dual income.


The ‘Sandwich Generation’ has arrived. Today’s parents manage work while caring for their children and aging parents.

Although family roles are changing and families today display resiliency, the workplace and social policies have been slow to adapt. Working parents are more likely to be highly stressed than workers without children. Families continue to be the shock absorber for strain.

The way we support parents matters.

When parents are supported in their careers, our workplaces are more diverse. Workplace diversity leads to greater innovation. When parents are supported in enriching their family lives, society is advantaged by their contributions. When families thrive, communities thrive, and our future generation flourishes.

It’s time to talk about a different Shift.

Aiming to be part of the solution, Shift offers career development coaching to parents and a supportive platform to inform, educate, and inspire. We carry out our mission within a spirit of collaboration, knowing we will always achieve more as a team.

Join us in our mission to build the community of support today’s parents need to thrive.