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As summer swings into full gear, working parents across the country are bracing themselves—not just for rising temperatures, but for the annual challenge of keeping their kids safe, happy, and entertained while they juggle work responsibilities. But this year, companies are stepping up with a fresh new perk designed to ease some of that seasonal stress: discounted summer camps and expanded caregiving benefits.
One standout example is AT&T, which is launching an onsite summer camp at its Dallas headquarters starting this June. The idea was sparked by direct feedback from employees who voiced concerns about the lack of summer childcare options. In response, AT&T partnered with Bright Horizons to create a 10-week day camp for kids aged 4–12, running from 8 a.m. to 6 p.m. on weekdays. What makes this program especially appealing is the flexibility—employees can book individual days with no long-term commitment required. For those using AT&T’s backup care benefits, the cost is just $15 for one child or $25 for two or more per day.
This kind of support couldn’t come at a better time. While kids cheer for the end of the school year, working parents are often left scrambling to fill in the childcare gaps. As Matt Phillips, AT&T’s assistant vice president of benefits, explains, “The summer camp was in response to specific asks and pain points our employees had.”
But childcare is only one piece of the caregiving puzzle.
Caregiving Isn’t Just About Kids Anymore
Today’s workforce is navigating a broader range of caregiving needs—from elderly parents and sick siblings to even beloved pets. The COVID-19 pandemic exposed just how interconnected work and home life are, and as a result, employees are demanding more inclusive and personalized benefits.
Blayre Riley, a 22-year-old professional, doesn’t have kids but still finds immense value in her company’s caregiver days—paid time off she can use to care for her younger brother or help a friend or family member through a tough time. “It doesn’t feel like a burden to my team,” she says. “I can show up for my family and still be present at work.”
It’s this kind of balance that modern employees are looking for. In fact, caregiving ranked higher than mental health support, paid parental leave, and tuition reimbursement in a recent Care.com survey of corporate leaders.
And the stakes are high. According to a 2023 report by the Council for a Strong America, the lack of available childcare costs the U.S. economy $122 billion annually. Yet only 12% of workers have access to childcare benefits—an even smaller fraction among part-time and low-income workers.
A Win-Win for Employees and Employers
Beyond the human impact, caregiving benefits are also smart business. The Boston Consulting Group found that investments in childcare benefits can deliver returns of up to 425% by improving employee retention, engagement, and productivity. But only a small number of companies currently offer eldercare support or subsidies, despite the fact that many workers now care for aging parents and relatives.
Recognizing this, more companies are starting to reimagine benefits through a more holistic lens. That includes flexible scheduling, mental health resources, and financial incentives for healthy living. AT&T, for instance, also offers a Wellbeing Choice Account, allowing employees and their spouses to earn up to $750 per year for completing wellness activities. That money can then be used on everything from gym memberships and massages to student loan payments and healthy meal kits.
“It’s like free money,” said AT&T employee Ryan Stafford, who put his wellness rewards toward a new high-end bike. “It’s something I wanted anyway, but now I don’t feel guilty spending a little extra.”
The Future of Work Is Personal
As more Gen Z and Millennial workers enter and shape the workforce, the pressure is on for employers to listen and adapt. Gone are the days when a good salary and health insurance were enough to attract and retain top talent. Today’s workers are asking bigger questions: Can I care for my loved ones? Will I be supported in my personal life? Do my benefits reflect who I am and what I value?
Companies that can answer “yes” to those questions are the ones that will come out ahead—not just this summer, but for many seasons to come.
So as the sun comes out and school lets out, one thing is clear: support, flexibility, and a little fun can go a long way in helping employees thrive both at home and at work.
