Can organizations create employee wellness options that appeal to today’s diverse workforce?
Different generations have different wellness needs. Aging boomers are looking to stay active and reduce weight gain. Gen Xers want to keep in shape. And millennials? More than half (55%) say that when it comes to wellness, their motivation is to “look good” and not to “avoid illness”.
With goals that differ this widely, how do you go about offering an employee wellness program that makes every generation happy?
First, consider what wellness means to each generation:
- Boomers look to remain active and stay independent by eating healthy foods associated with healthy aging
- Gen X are prioritizing gym memberships and work/life balance
- Millennials see wellness as a daily active pursuit for both mental and physical well-being
- Gen Z see sleep, managing stress, and socializing with friends and family as priorities
Second, find commonalities within each generation and decide which options to offer that will appeal to their needs. Depending on your company’s generational mix, you can decide what to offer and how to offer it.
5 Generational Employee Wellness Campaigns You’ll Want to Copy
Consider examples from these five companies that nail it when it comes to diversifying offerings.
Cigna Looks to Empower All Generations
Health insurance provider Cigna’s “Go. Know. Take Control.” campaign that encourages members to go get their annual physical, know about and understand the results, and take more control over their mental and physical health.
Why this works: Getting an annual physical is important for all age groups. Cigna created three variations of their promotional video to appeal to three different generations. Nick Jonas represents millennials, Queen Latifah addresses gen x, and Ted Danson speaks to the boomers.
Microsoft Keeps Wellness Top of Mind
Software giant Microsoft’s “Know Your Numbers” health screening events go a long way in helping employees (and their spouses) of any generation keep their health top of mind.
Screenings are available to monitor for heart disease, diabetes, cholesterol, blood pressure, and breast cancer. Also available are healthcare services through onsite clinics, optometrists, and pharmacists.
Why this works: Every generation should be getting regular health screenings, but even if younger employees skip out, consistent messaging about these screenings will serve as reminders and keep wellness top of mind for everyone.
Nike Offers a Little of Everything
As would be expected from one of the biggest sporting equipment businesses in the world, Nike offers employees at its Oregon headquarters access to the Bo Jackson Center.
Above the usual gym offerings, this center boasts weight rooms, yoga studios, a cross-training room, a basketball court, a turf field for outdoor sports, an Olympic swimming pool, and a rock-climbing wall.
Why this works: Nike offers a wide variety of ways to for employees to keep in shape, from competitive sports like basketball to cardio-friendly options like swimming.
Highlighting these different offerings individually and calling out their specific benefits will catch the attention from the generations who are interested in them most.
Asana Encourages R&R
Asana creates work management software. They also help employees get the rest they need with unlimited paid time off and nap rooms. Yes, employees can rest up, unwind, and recharge during the day.
There are also daily yoga programs and an in-house culinary team that serves three nutritious meals a day, made from locally-sourced organic foods. And if that isn’t enough, company policy forbids meetings on Wednesdays.
Why this works: Considering this wide range of benefits, Asana has an opportunity to highlight each of them and how they benefit different age groups.
Draper, Inc. Features Superheroes
Draper, Inc., who makes drapes, among other things (projector screens, window shades, etc.) is committed to keeping employees motivated with their monthly “Wellness Superheroes” newsletter.
Each month features a different employee who is nominated by fellow employees. They’re featured, as are both their physical and mental tricks for physical and mental well-being.
Why this works: Draper’s approach covers both physical activity and competition to encourage employees to keep participation in wellness activities top of mind. Featuring employees on an individual level will speak to his or her specific generation.
Providing employee wellness options for every generation is a challenge, but these examples show that it’s attainable for any company. The more you offer, the more each generation will have to be excited about. In some areas, this may be easier than others.
While not every company can offer a plethora of gym options like Nike, it can be as simple as offering services like Gympass, which allows employees to regularly choose a new gym or studio activities, or just hit the same treadmill day in and day out. Whatever they’re looking for, they’ll find it.