Flex Appeal Founder Anna Whitehouse Wins UK Flexible Working Law
Anna Whitehouse, a mother of five, sparked a revolution in UK work culture with her campaign, Flex Appeal. Initially launched in 2015 to give working mothers more choices, the movement has since expanded and gained significant traction, culminating in the Flexible Working Bill being made law in 2024.
Anna's journey began in March 2015 when she decided to stop apologising for her struggles as a working mother. She realised that the system, not herself, was broken and failing, leading her to become an accidental activist and influencer. In summer 2015, she launched Flex Appeal with a flash mob in Trafalgar Square, London, involving approximately 385 mothers and two fathers.
Initially focusing on working mothers, Anna later expanded Flex Appeal's focus to include all employees. She campaigned tirelessly for nine years, including meetings at Downing Street, to make flexible working a legal right in the UK. Her efforts paid off in 2024 when the Flexible Working Bill was made law, thanks to her campaign and the support of other organisations.
Anna's advocacy for flexible working has not only benefited women but also men. She is now joining with The Dad Shift to launch the world's biggest parents strike on 28 May 2025 to advocate for flexible working for men. Anna's novel, 'Influenced', further highlights the challenges women face during menopause in the workplace.
Anna Whitehouse's Flex Appeal has transformed the UK work culture, making flexible working a legal right. Her advocacy, spanning nearly a decade, has not only empowered working mothers but also paved the way for men to demand similar work-life balance. With the world's biggest parents strike approaching, Anna continues to champion flexible working, ensuring it is proactively offered to all employees.
