Working with employers, the year-long programme will culminate in the Mumsnet Family Friendly awards in November.
A survey of over 1,000 users of the online forum found 84% thought UK employers were poor when it came to being family friendly, 60% thought UK companies and services were not family friendly and 86% rated flexible working hours as a priority.
The survey also found Spain, Italy and Greece were all rated more family friendly than Britain and Mumsnetters rated UK family friendliness on a par with France's.
In response to demand from parents, Mumsnet has developed the 'Mumsnet Family Friendly' programme. Through regular consumer insight and workplace audits, Mumsnet will work with programme members to improve their customer services and their workplace practices.
BT, Talk Talk and Pizza Express are among companies that have already signed up.
The Mumsnet Family Friendly awards, scheduled to be held in November, will recognise progress and outstanding achievements in this area. The awards will enable parents to see how family friendly a company is in the first comprehensive awards of this type.
Mumsnet CEO and co-founder, Justine Roberts, said: "The Mumsnet Family Friendly programme will help inform parents about companies' work practices and where they choose to spend their money.
"We want companies and organisations to be loud and proud about their family friendly policies and credentials. Through our Family Friendly programme we can recognise companies which are listening and improving."
