Following on the heels of millennials, Generation Z has begun to enter the workforce. Business News Daily reports on a survey predicting that Gen Z will comprise 20 percent of the total workforce by 2020, a big slice of the health consumers’ pie. What’s more, Small Biz Trends cites the stat that 70 percent of Generation Z in the workplace placed great emphasis on having insurance in their first jobs. That’s why it’s vital to urge your Gen Z employees to sign up for a health plan.
Before marketing a health plan, though, it’s key to be aware of this demographic’s attitude toward health. Here are three areas to consider.
Like millennials, Generation Z tends to be more interested in healthy eating and preventive wellness than older generations, according to the Society for Human Resource Management. In line with this claim, a 2015 Nielsen global health and wellness survey revealed that younger consumers worldwide are more health-conscious than Generation X and baby boomers. Eighty percent of participants said that they choose healthy food to prevent health issues like diabetes, obesity and high cholesterol.
In view of this, Gen Zers will be more interested in having access to preventive measures like counseling, screenings and vaccinations to maintain their health.
Anxiety and Stress Management
According to Scientific American, Generation Z is prone to sleep disorders from spending too much time engaged with technology. This generation also deals with self-esteem issues, thanks to the potential negative impact of social media. These issues can result in anxiety and stress, which risk becoming mental health problems in the long run. So it’s wise to offer relevant health benefits like access to mental health care and substance use disorder services.
Services Relating to Sports Injury
In a somewhat different vein, SmartBrief notes that Gen Zers tend to view exercise as an integral part of a healthy lifestyle. The good news is that exercise can help relieve some of the stress mentioned above. But exercise- and sports-related injuries are inevitable. So it makes sense that this generation may be looking for services like chiropractic adjustment and physiotherapy.
Keeping these Gen Z-specific health care considerations in mind will help you market your benefits offerings to these employees more effectively. As you plan how to do so, remember that Generation Z will demand tailored, individualized care that covers all facets of their daily health needs. Most importantly, they want to be proactive participants in health and wellness and not just use medical services when they find themselves sick. Here are three tips for marketing your plan to members of Generation Z in the Workplace.
Gen Zers research their products diligently online. According to a survey conducted by Applied Systems, 88 percent of Generation Z claimed that obtaining information and service through a mobile app before purchasing insurance was important to them. Thirty-seven percent said that they prefer to use an insurance provider’s website to look for information rather than contact the insurer directly.
Connect Using Multiple Channels
For the benefit of all your employees — but Generation Z in particular — try providing a Q&A page on health insurance matters through your company’s internal network. From there, engage Gen Z employees on multiple social platforms, including the company’s blog and Twitter account.
Generation Z tends to be more attracted to visual content like infographics and short videos. Knowing how Generation Z best digests content allows you to choose the resources, tools and information-delivery methods that will result in a fully insured workforce.
Employers will need a long-term benefits strategy to keep abreast of the changes in health care Generation Z demands. Work with health care providers to make sure the benefits you select will continue to attract employees of all ages.
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