Kossek, Baltes and Matthews (2011) aptly highlight the disconnect between the significance of work-family research and the lack of impact it has had on employee wellbeing and stress the need for ''better and different research'' to remedy the disparity. We agree with this contention, yet we posit that the problem will not be resolved through the means the authors suggest (e.g., increasing academic-practitioner collaboration, focusing on technology, changing existing methodology), as these changes are relatively quick fixes that will only further mask the core of the issue. Instead, we suggest that the seeming disconnect between work-family research and practice runs deeper within the values of industrial-organizational (I-O) psychology, organizations, and society. Accordingly, we suggest that in order to truly meet the goal of making a significant impact, I-O researchers and practitioners must first believe and promote this topic
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