Source: Manager News, April 27, 2026

On the occasion of the 20th anniversary of the National Network for Children, Executive Director Georgi Bogdanov spoke with Manager Magazine about the role of businesses in supporting children and families, the development of the “Child-Friendly Company” Certification initiative, and the need for sustainable policies that promote children’s well-being.

To put it in business terms, we have succeeded in creating a system that makes children’s issues visible and measurable. Today, there is more data, more standards, and a clearer understanding of what works. This makes every investment—including those made by companies—more meaningful and more impactful.

One particularly significant milestone for us was the groundbreaking ceremony for the Children’s House. This is a project we have been developing for more than a decade, and it will operate as a social enterprise for children and young people. Every year, more than 600 children and families will receive support there, while students from across the country will be able to participate in experiential learning programs focused on entrepreneurship, financial literacy, civic engagement, health, and skills for dealing with risks such as violence and online safety.

The Children’s House will also provide young people leaving alternative care with an opportunity to begin their first professional journey. To me, this represents the strongest connection to the business community—we are creating an environment where today’s children and young people can become confident, skilled, and responsible future colleagues and professionals. The Children’s House is scheduled to open at the end of 2028, and we have a significant need for business support and partnership in bringing this project to life.

How has the environment for children in Bulgaria changed over the past two decades? Are we moving in the right direction?

The change has been truly significant. When I first became involved as a young activist, there were approximately 30,000 children living in large residential institutions across Bulgaria. At that time, there was no child protection system, no foster care system, and social work was barely recognized as a profession or concept. For many children, this meant a difficult and isolated childhood.

Today, the picture is very different. Large institutions are largely a thing of the past, a child protection system has been established, community-based social services have developed, and families have access to more support. This progress is the result of the efforts of many people, civil society organizations, and institutions over the years.

At the same time, there is still much work to be done. It is becoming increasingly clear how important preventive measures are—supporting families early, keeping children engaged in education, and developing their skills from an early age.

From a business perspective, this is a crucial issue. Bulgaria faces demographic challenges, and every child matters. When more children receive quality education and support, society benefits from a future workforce that is better prepared, more confident, and more adaptable—future employees, entrepreneurs, and leaders.

That is why an increasing number of companies see value in being part of this change—not only as an expression of social responsibility, but also as an investment in the people who will shape their future success.

The “Child-Friendly Company” Certification is now expanding beyond Bulgaria. How did this happen, and what exactly does the certification represent?

About three years ago, we created the “Child-Friendly Company” certification with a clear goal: to make children’s issues visible, measurable, and practically applicable within the business sector.

We reached this point because companies began looking for something beyond traditional CSR initiatives. They were seeking purpose, consistency, and measurable impact—both for their employees and for the products and services they provide.

At the same time, businesses today operate in a new environment, with growing expectations regarding ESG standards. This requires a more comprehensive approach to social sustainability and community engagement. The certification provides a practical framework, offering guidance on how companies can develop policies that have a real impact on children and families.

The certification is a standard that demonstrates a company’s consistent commitment to creating a better environment for children—both internally, through support for employees and their families, and externally, through responsible policies, products, and investments. Our role as the National Network for Children is to serve as a partner in this process by providing expertise, assessment, and support.

The fact that the certification is now expanding beyond Bulgaria is a natural next step. The model has proven to be understandable and applicable in an international context. It is already being implemented in Kosovo, and it will soon be presented in Cyprus to a broad network of organizations working across Europe. We are also developing it as a European certification trademark aimed at companies.

This demonstrates that children’s well-being is increasingly becoming part of businesses’ strategic thinking.

How does the certification process work?

The process is structured, but it has been intentionally designed to be useful rather than burdensome for companies.

It begins with a self-assessment, examining what the company is already doing for its employees and for society. In most cases, organizations discover that they already have a solid foundation on which they can build.

We then work together with the company’s team—including a children’s rights consultant—to identify concrete opportunities for further development. These may include policies supporting parents, flexible work arrangements, initiatives for employees’ children, or broader community engagement.

Importantly, this is not simply a box-ticking exercise. It is a development process through which companies gain a clear understanding of where they are today and how they can advance in ways that align with their culture and workforce.

As part of the process, we also offer interactive employee training sessions on topics such as parenting, work-life balance, and support during different stages of parenthood. These sessions are highly appreciated because they provide direct value to employees.

Ultimately, the results are visible both internally—through more engaged and supported teams—and externally, for partners and customers. Most importantly, the positive impact is felt by children and families.

What are the biggest challenges facing children and families today?

One of the greatest challenges today is pressure—on parents and, consequently, on children. People work more, live in a faster-paced and often less predictable environment, and children experience these pressures directly through stress, anxiety, and reduced time with their parents.

At the same time, there are clear areas where society can continue to improve: access to quality early childhood development services, sufficient kindergarten places, support for families during difficult periods, better child healthcare, and care from the earliest years of life. These are all issues that we at the National Network for Children actively address together with institutions and partners.

All of this has a direct impact on people in companies because parents are part of every workforce. Increasingly, the workplace is becoming a space that can provide stability and support. Companies that understand this create environments where employees can feel confident not only in their professional development but also in their role as parents.

This, in turn, leads to more engaged, focused, and resilient teams—something every company seeks.

Can businesses be partners to their employees even when it comes to their personal and family lives?

Not only can they be—today it is becoming an increasingly natural part of effective people management. Many companies already understand this and are actively working in this direction.

I remember a conversation with a bank employee who asked me, “How do I talk to my daughter about sex? She’s asking questions, and I feel unprepared.” It was a very human moment—every parent faces similar questions at different stages of their children’s development.

That conversation led to something very practical. Together with the bank’s management, we organized a webinar for employees on the topic. The interest was tremendous, and the feedback was overwhelmingly positive.

This is exactly where the role of business lies. When companies create spaces where people can receive support not only as professionals but also as parents, they build trust and a sense of belonging.

Companies that see employees as people with full and complex lives achieve very tangible results: greater loyalty, lower staff turnover, and higher engagement.

Supporting parents, providing flexibility, and demonstrating understanding during different life situations are all part of a sustainable and modern business strategy.

I believe it is important that positive examples in this area receive greater visibility. That is why the National Network for Children’s annual “Golden Apple” Awards, which recognize individuals and organizations creating long-term positive change in children’s lives, include a category called “Corporate Partnership for Children.” Through this category, we honor companies that make the most significant contribution to children’s well-being.

On May 28, we will find out who this year’s outstanding winners are.

What does it mean in practice for a company to be “child-friendly”?

In simple terms, it comes down to several very concrete actions.

First, the company supports its employees in their role as parents. This can include flexibility, understanding during important life moments, and access to useful information and support.

Second, it pays attention to its products and communications, ensuring that they are responsible and supportive of children’s development.

Third, it invests in the environment in which children grow up through partnerships, initiatives, and community engagement.

There is also another important dimension: companies become part of a broader movement for change. Through their partnership with the National Network for Children, they contribute to the development of policies and solutions that improve the environment for all children in Bulgaria, drawing on evidence and expertise.

It is important to emphasize that this does not necessarily require large budgets. More often, it begins with a mindset and with small but consistent actions that create a real impact.

What would you say to companies and managers who are still considering whether to join the initiative?

I would tell them that this is a natural step for any company that thinks long-term.

The initiative is closely linked to ESG standards while also representing a genuine investment in people—both in today’s workforce and in the people who will shape it tomorrow.

Your employees’ children are your future colleagues, future leaders, and future customers. When a company creates an environment that supports families and children’s development, it is ultimately investing in its own sustainability.

Companies that recognize this early are more successful in attracting and retaining motivated and engaged people.

In this sense, the question is not whether to join, but when—and how to do so in a way that aligns with your team and your vision for growth.

The “Child-Friendly Company” certification, developed by the National Network for Children, is a unique recognition in Bulgaria and Europe that assesses the social dimension of corporate ESG policies. The certification is based on the principles of the United Nations Convention on the Rights of the Child and includes an independent audit of companies’ policies and practices—from support for employees with children to their impact on local communities.

Learn how to become part of the initiative HERE or contact us at office@nmd.bg.