Oscar-nominated actress Ellen Page comes out during inspiring HRC speech.

Years after first engineering it, Patagonia's approach to the "family-friendly workplace" is on a whole new level that still deserves our attention - and praise. Unfortunately, parents all over the U.S. are struggling with burnout, high costs, unreliable childcare, poor paid leave, and more — in short, they're hanging on by a thread. But it's extremely reassuring to know that there are still some companies that value parents in the workplace and are fighting hard to keep them happy.

The outdoor clothing and gear company has made a name for itself by putting its money where its mouth is. From creating backpacks out of 100% recycled materials to donating their $10 million tax cut to fight climate change to refusing to sell to clients who harm the environment, Patagonia leads by example. It's made them not only an admired brand when it comes to values and integrity, but a beloved one with its own customers, who are fiercely loyal.

That dedication to principle is clear in its policies for parents who work for them, as evidenced by a 2019 viral post from Holly Morisette, a recruiter at Patagonia.

Patagona has always done a great job taking care of its employeesYukiko Matsuoka/Flickr

Morissette's stunning story begins with bringing her baby into a meeting at the office and proceeding to breastfeed as the team around her continued to discuss ROI, KPIs, EBITDA, and all those other acronyms corporate office culture loves so much.

That's when a male colleague took note of what she was doing.

Morrissette described the incident later on LinkedIn:

While nursing my baby during a morning meeting the other day after a recent return from maternity leave, our VP (Dean Carter) turned to me and said...”There is no way to measure the ROI on that. But I know it’s huge.”

It got me thinking...with the immense gratitude that I have for on-site childcare at Patagonia comes a responsibility to share a “call to action”. A PSA to tout the extraordinary benefits that come along with not asking employees to make the gut wrenching decision to either leave their jobs or leave their babies. TO HAVE TO LEAVE THEIR JOBS OR LEAVE THEIR BABIES. That perhaps just one person will brave the subject with their employer (big or small) in the hopes that it gets the wheels turning to think differently about how to truly support working families.

That with a bit of creativity, and a whole lot of guts, companies can create a workplace where mothers aren’t hiding in broom closets pumping milk, but rather visiting their babies for large doses of love and serotonin before returning to their work and kicking ass.

It’s no wonder that Patagonia has 100% retention of moms. Keeping them close to their babies keeps them engaged. And engaged mothers (and fathers!) get stuff done.

Thank you, Patagonia, for leading the way.

While nursing my baby during a morning meeting the other day after a…www.linkedin.com

The post gathered massive attention on social media where commenters were smitten, if a little jealous:

"I was never so confident to nurse during a meeting, but I love that you were. I especially love the response. No different than an adult eating a protein bar. No one should bat an eye."

"I am in absolute awe over your story and I thank you so much for sharing it. We go to work to support our families, but we stay with great companies because they support us as people, as humans, and they see us and appreciate us where we are at. Beautiful."

"Amazing! How I wish I had this with by kids. One of my "fun" memories was when I worked for an insurance company with no room available for nursing moms. I pumped 3 times a day in an empty office with no window shades nor a lock."

Just the first eight words of Morissette's post are extraordinary. "While nursing my baby during a morning meeting..."

Not sure if Dwight Schrute would be as accomodating.Giphy

As if that's totally normal. As if everyone understands that working moms can be much more engaged and efficient in their jobs if they can feed their baby while they go over sales figures. As if the long-held belief that life and work must be completely separate is a construct that deserves to be challenged.

And then the comment from her male colleague about the ROI (Return on Investment) of breastfeeding—witty, considering the time and place, and yet so supportive.

On-site childcare so that parents don't have to choose between leaving their jobs or leaving their babies. Letting life integrate with work so that working families don't have to constantly feel torn in two different directions. Flexibility in meetings and schedules. Allowing for the natural rhythms and needs of breastfeeders. Making childcare as easy and accessible as possible so that employees can be more effective in their jobs.

All of this seems so profoundly logical, it's a wonder that more companies have not figured this out sooner. Clearly, it works. I mean, who has ever heard of a 100% retention rate for mothers?

But that's not all folks! Patagonia has extended its support for parents in recent years by allowing up to a staggering 16 paid weeks off. Parents and non-parents alike also enjoy top-notch healthcare, college tuition reimbursement, and so much more.

Patagonia founder discusses why the company's values are so importantwww.youtube.com

The company could almost be a case study in employee retention when it comes to parents. Experts say the things workers value the most in their career when they have children are paid time off, flexible scheduling, and help with childcare.

One more thing that makes a huge difference? A great manager who understands and supports the parent's needs. In this case, maybe one who doesn't flinch at a breastfeeding mother in the workplace.

Patagonia's got it goin' on. Let's hope more companies take their lead.

This article originally appeared on six years ago.