By Amy Reast

A self-confessed "woke" young CEO has hit back at criticism for offering four-day workweeks, flexible hours and extended maternity and paternity leave .

Entrepreneurial Aled Nelmes, 29, launched his own search engine marketing business, Lumen SEO, five years ago from his hometown of Cardiff, Wales.

The CEO was steadily growing the business and decided to take a gamble two years in by experimenting with a four-day workweek.

From there staff began asking to switch around their hours flexibly - and Aled couldn't see a reason why not.

For the past two-and-a-half years, Lumen SEO has offered fully flexible 32-hour workweeks - where staff can work anytime, anywhere, as long as their work is completed.

He more recently implemented nine months' full-pay maternity and patern

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