Every now and again I come across a business doing something that I think makes really good sense.  This is one of them. So good on you, Virgin Australia, for giving our status credit it's own parental leave when we take it too.

Those of you who travel frequently will understand the benefit that comes with status credits.  And how easily those benefits - like express check-in, baggage allowances and lounge access -  can slip through your fingers when you have extended periods where you can't travel. The good news is that if you travel with Virgin, and participate in their Velocity Rewards program, you won't lose your status credit just because you take time out for parental leave.

All Silver, Gold and Platinum members of Velocity Rewards have the opportunity to pause their membership for a 6 month period if they are expecting a new addition to the family. Following this pause, members will resume their membership status for a further 12 months.  What they're doing here is recognising the value of their most important customers: frequent and business travellers.  Very clever indeed.

Click here for more details if you're keen to check it out.  Just one example of how your gender balance branding can extend beyond just your employees to some of the other important stakeholders in your business...

Now over to you: how are you serving - or how could you better meet - the needs of the female economy and especially those loyal women who support your business the most?