Business owners talk big about family and how they care, but they don't. They only do this to make you feel like you owe them something more than your time. You should put in extra hours because "we're family".
If we were really family then 2 years ago they wouldn't have let me go when some other department went way over budget and something needed to be cut. But I was the contractor since I worked outside of the US for a US company...I was easy to let go.
We're seeing the same ideas cause job loss in the tech field over the last few months as well. Over 70,000 jobs have been cut in the tech sector in the last year. You'd think they're teetering on the brink of insolvency from the press releases they put out, but they're not. During the pandemic, all of these companies posted record-breaking profits while common people struggled to put food on the table.
All of these companies have used some sort of "family" rhetoric to get salaried employees to stay late and work extra hard and with jobs on the chopping block, people feel even more pressure to fulfil these crazy requests for "more effort".
What's happened is investors don't like all the hiring and companies want to please investors so they are cutting workers.
When some company says you're family or puts some expectation about working late on you just say no. They only care about getting everything out of you, and they're willing to drop you at the slightest whim if it suits their purposes.
If they cared, maybe the C-Suite would take a 90% pay cut to keep hundreds or thousands of workers employed. That's what many parents do when their kids need stuff. They do without so that their real family can have more.