Purpose: The goal of the present study was to investigate chief executives’ intention and potential to create a family-supportive culture in the Brazilian context, further assessing the role of their aspirations in their employees’ perceptions. Methodology: Two researchers conducted 60 minutes of online semi-structured interviews with CEOs of seven companies of different sizes (measured by the number of employees), economic sectors, and capital structure. To complement the data gathered from CEOs, we also conducted private and individual 30-minute online interviews with three employees from each company. Findings: A total of four categories and 11 sub-categories emerged from the analysis of CEO interviews, and four categories and six sub-categories emerged from the analysis of employee interviews. Originality: The results suggest that family-supportive culture is promoted through behaviors that are consistent with the organization’s core values, as well as through commitment of the agenda and resources of the company’s leadership team.