Cable urges flexible work support
Mr Cable said he knew the proposals faced a rough ride from some quarters - despite his own feedback from companies that the changes were "something they are very comfortable with".
"We are being attacked by corners of the media who say this is the 'politically-correct brigade' imposing terrible costs on business and it's awful and it must be stopped," he said.
"There's no point the Deputy Prime Minister and I lecturing and saying 'you must do it'. The only sensible answer is to say 'good businesses do it, and like it because it's helpful to them'. That's why you're critical to winning that argument."
He was speaking alongside Deputy Prime Minister Nick Clegg at the launch of the group, set up by Lloyds Banking Group chairman Sir Win Bischoff.
Sir Win said the 17 well-known businesses taking part had benefited from introducing flexible employment - citing a reduction of desk numbers in bank branches to reflect more home working.
Mr Clegg said more flexibility was "the key to business growth" but conceded that it was hard for politicians to make the case.
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