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Purpose

The article asks how to lead the world in work–life balance (WLB) societal rankings, identifies the major WLB challenges in contemporary societies and rethinks how we conceptualise and measure WLB.

Design/methodology/approach

This study employed a case-study of Denmark, a world leader in global WLB-rankings. Expert-insider interviews were carried out with 12 experts who work in the field of WLB. The participants were engaged day-to-day in the field of interest, exerting real-world influence.

Findings

We affirm the importance for WLB of battling over-long hours in the workplace. We provide evidence too that having sufficient hours of work, and being financially secure, are as significant for WLB as is avoiding overwork.

Originality/value

The article interrogates international WLB-rankings and offers original insights into a global WLB-leader. It makes the case for improving how we conceptualise and measure WLB to also progress policies and practice. Rather than viewing WLB as largely about avoiding a time-squeeze, the article argues that it is fundamentally about the conditions under which people work.

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