General Secretary Xi attaches great importance to the high-quality development of the population and the guarantee of fertility policies, emphasizing the need to "promote the construction of a fertility friendly society". The "Guiding Opinions on Further Improving and Implementing Active Fertility Support Measures" jointly issued by the National Health Commission and 17 other departments proposes to "actively create a fertility friendly social atmosphere". The outline of the 15th Five Year Plan specifically deploys the construction of a fertility friendly society and advocates for a positive attitude towards marriage and childbirth. Promoting the construction of a fertility friendly society is an inevitable requirement and important measure to actively respond to the new situation of population development in China and promote high-quality population development. Currently, building a fertility friendly society faces multiple practical challenges, with three types of social phenomena particularly prominent and requiring high attention. One is the accelerated differentiation of fertility concepts. The traditional concepts of "having more children brings more happiness" and "starting a family and career" continue to weaken among the younger generation. The previous model of "starting a family and having children first, then starting a career, and then buying a house" is gradually transitioning to "starting a family and buying a house first, then starting a family and having fewer children". According to data from the Ministry of Civil Affairs, the number of marriage registrations nationwide in 2025 will be 6.763 million, a decrease of about half from the peak of 13.469 million in 2013. At the same time, the age of first marriage continues to be postponed, with the average age of first marriage in mega cities such as Beijing, Shanghai, Guangzhou, and Shenzhen exceeding 30 years old. The decrease in the number of people getting married and the delay in the age of first marriage have further exacerbated the differentiation of fertility concepts and suppressed the willingness to have children. Secondly, the anxiety about childbirth continues to spread. The algorithms of social platforms objectively amplify negative information such as childbirth pain, postpartum depression, and widowed parenting, and "childbirth is suffering" has become a cognitive tendency of some groups. Research shows that some surveyed women believe that childbirth has a significant negative impact on career development, and even a burden that women cannot escape. The phenomenon of reduced promotion opportunities, slower salary increases, and difficulties in returning to the workplace after women give birth further reinforces the fear of childbirth, causing a negative cycle of self reinforcement between childbirth anxiety and career anxiety. The third issue is the widespread pressure of family childbirth. The supply of inclusive childcare services for children aged 0-3 is insufficient, and the costs of education, housing, medical care, and other childcare services are high. The pressure of caring for dual income families is prominent, and the atmosphere of shared parenting responsibilities within families has not yet been widely formed. The high cost of childcare and insufficient care resources have become a real bottleneck that restricts people's reproductive choices. There are about 26.5 million infants and young children under the age of 3 in China, and over 30% of families with infants and young children have a need for daycare. However, the actual daycare rate is only 7.86%, far below the average level of over 30% in countries of the Organization for Economic Cooperation and Development (OECD), forming a significant gap with the demand for daycare. The construction of a fertility friendly society faces multiple challenges, with the key being that cultural guidance, institutional supply, and public services have not yet formed a collaborative governance force. Firstly, there is insufficient adaptation between cultural guidance and social transformation. With the accelerated rise of individual rights awareness, the younger generation has put forward higher requirements for the realization of self-worth, and there is a lag in the systematic construction and popularization of modern new reproductive culture. Some self media outlets unilaterally exaggerate negative topics about childbirth, even equating "unmarried infertility" with the advancement of women's rights, misleading young people into forming a collective cognitive bias. After deconstructing traditional concepts of marriage, love, and childbirth, there has been a lack of timely response to the deep value construction of young people in terms of childbirth, resulting in a period of "wavering" and "vacuum" in their beliefs. Secondly, there is a lack of smooth connection between institutional guarantees and the demand for childbirth. There are problems in the implementation of support policies such as maternity leave and childcare subsidies, such as insufficient strength and limited coverage. The mechanism for sharing the cost of childbirth in enterprises is not yet sound, and the conflict between the golden period of the workplace and the highly overlapping period of childbirth has not been effectively resolved. When families bear the high cost of childbirth, upbringing, and education, "unwilling to have, unwilling to have" becomes a rational choice, and the policy effect is difficult to fully unleash. Thirdly, the synergy between public services and family responsibilities needs to be improved. The government's basic guarantee responsibility, social collaborative support responsibility, and corporate workplace inclusiveness responsibility have not yet formed a clear institutional division and connection mechanism, and the effective cooperation of multiple subjects is insufficient. The supply of high-quality inclusive childcare services is insufficient, there is still a gap in the balanced allocation of educational resources, and there is a lack of effective linkage between housing security policies and fertility support. The economic pressure and care gap of childbirth and upbringing have evolved from individual troubles to universal social problems, rooted in the existing public service supply, which is still difficult to match the practical needs of high-quality life for the appropriate age group. If the construction of a fertility friendly society is slow to achieve results, its negative impact will have a global and long-term nature. On the one hand, it will continue to suppress the fertility intentions of the appropriate age group, solidify the inertia of low fertility levels, and exacerbate structural contradictions in the population; On the other hand, it will continuously increase the cost pressure of family reproduction and upbringing, hindering the long-term balanced development of the population. In addition, it will weaken the momentum of intergenerational succession and talent reserve in society, shake the underlying support for sustained and healthy economic and social development, and be related to population security and the long-term future of the nation. It is urgent to adhere to systematic governance and strengthen coordinated promotion. Strengthen ideological guidance and cultivate the concept of fertility friendliness. The positive concept of marriage and childbirth profoundly influences young people's decision-making on childbirth, reversing negative attitudes towards marriage and childbirth, and reshaping a new era of marriage and childbirth civilization. This is the ideological foundation and value premise for promoting the construction of a fertility friendly society. One is to construct a positive view of marriage and childbirth that is compatible with modern civilization. Actively breaking away from the instrumental rationality of "passing on the family line" in traditional clan fertility views, we also need to go beyond the negative perception of extreme individualism that "marriage and childbirth are burdens". Taking the construction of family education and family traditions as the starting point, establishing gender equality and shared responsibility as the core content of modern marriage and childbearing civilization, and promoting the formation of an inclusive atmosphere. The second is to incorporate the marriage and childbirth education system into the national education system. At the primary and secondary school stage, early education on the origin of life and family responsibilities should be carried out, gradually establishing a sense of family belonging and responsibility, so that children can understand the value of life and the meaning of family from an early age. During the university stage, courses such as marriage psychology and family sociology can be offered to replace fragmented information on the internet with scientific knowledge, helping young people establish rational and healthy understanding of marriage and childbirth. Thirdly, actively guide social public opinion. Mainstream media should create more high-quality literary and artistic works, vividly telling stories of harmonious families and happy parenting. Accurately grasp the information consumption preferences of the marriage and childbearing group, actively layout short videos, podcasts, social communities and other communication channels, and silently integrate active marriage and childbearing observation into daily information flow. Strengthen the governance of cyberspace and provide standardized guidance for algorithm recommendations and content that deliberately exaggerate the fear of childbirth and spread the concept of unmarried infertility. Eliminate traditional customs such as high priced dowries and promote the trend of couples sharing parenting responsibilities. Improve the institutional system and strengthen the protection of reproductive rights and interests. A sound policy system is a key lever to alleviate concerns about childbirth, balance career development and family upbringing, and is also a rigid guarantee for stabilizing social fertility expectations. One is to improve the financial security system for childbirth and upbringing. Improve the dynamic adjustment mechanism of financial subsidies for inclusive childcare, and explore gradually incorporating childcare services into the national basic public service list. Expand the coverage of maternity insurance, include flexible employment women, rural women and other groups in the security system, and achieve the transition of maternity insurance from "employee insurance" to "universal insurance". Significantly increase the reimbursement ratio of medical expenses for childbirth, include appropriate assisted reproductive technologies, painless childbirth, and other items in the medical insurance reimbursement catalog, and reduce the direct economic burden of childbirth. The second is to establish a sound mechanism for sharing the cost of childbirth. Reasonably share the labor costs of implementing maternity and parental leave with employers through financial subsidies, tax reductions, and other means, and eliminate gender discrimination in employment from an institutional perspective. Implement anti employment discrimination laws and regulations, safeguard women's equal rights and interests in recruitment, promotion, salary and other aspects, and eliminate discrimination against childbirth. For marriage and child friendly employers who establish childcare facilities and provide childcare benefits, they will be included in the corporate social responsibility evaluation system and given policy support. The third is to optimize fertility support policies according to local conditions. The selection of policy tools should respect the core demands of different groups and continuously improve policy accuracy. Rural areas can focus on cash subsidies and childcare support to directly reduce the burden of child rearing; Highly educated and skilled individuals can focus on career development protection and provide transitional support after childbirth in areas such as promotion channels and scientific research development. Optimize public services and strengthen support for fertility. The supply of public services directly affects family fertility decisions and burdens. Completing service gaps and optimizing resource allocation are not only key measures to enhance fertility intentions, but also practical support for consolidating the foundation of building a fertility friendly society. One is to expand the supply of inclusive childcare services. Strengthen the supply of public daycare spaces, promote the integrated development of childcare, and encourage kindergartens to extend the enrollment of 2-3 year old children. Vigorously promote the construction of community childcare facilities and support employers in running childcare services. Effectively promote the co construction and sharing of education, health, and childcare resources, and provide professional services for infant and child health monitoring, disease prevention, and comprehensive physical and mental development. Establish and improve the pricing mechanism for inclusive childcare services, and support social forces to provide diversified inclusive childcare services. The second is to effectively reduce the cost of raising children. Strengthen the balanced allocation of educational resources, promote the high-quality and balanced development of compulsory education, standardize the off campus training market, and effectively alleviate the pressure of family education expenditure. Improve housing security policies for families with marriage and children, provide substantial discounts in public rental housing allocation, priority purchase of affordable housing, and housing provident fund loan quotas for families with multiple children, so that housing no longer becomes a practical obstacle to fertility decisions. The third is to establish a full cycle fertility support service system. Improve the pre marital and pre pregnancy examination service system, incorporate fertility assessment into routine health management, and reduce reproductive health risks from the source. Promote the construction of child friendly cities and communities, improve maternal and child facilities in public places, build more children's activity venues and parent-child spaces, and achieve child friendly and family friendly urban spaces. Give full play to the basic role of the community, integrate grassroots health, childcare, education and other service resources, create a "fertility service circle", and empower the construction of a fertility friendly society with grassroots services to achieve practical results. (Outlook on the New Era) Author: Liu Houlian (Researcher at China Population and Development Research Center)