Group insurance to attract youth and meet their needs

4 minutes

You just hired Rose. She’s talented, curious and motivated. Like many young employees, she doesn’t see health as a simple sick day. For her, it’s more of a balance between body and soul.

She wants to work in an environment where she feels her well-being is recognized, supported and valued on a daily basis. And Rose is not alone. An entire generation now has different expectations when it comes to health and quality of life at work.

This new vision is transforming your role as an employer. Offering a competitive salary and prescription drug insurance won’t cut it anymore. Companies that want to attract and retain talent like Rose have to go the extra mile. How? By integrating overall health into their corporate culture.

Taking care of yourself at work...and elsewhere

For Rose, mental health is essential. She benefits from psychological support services and resources to better cope with her stress and anxiety.

She also prioritizes prevention and well-being on a daily basis. Pilates class, nutrition workshops and sleep apps improve her quality of life.

And once again, Rose is not alone. An Ipsos survey found that 68% of young workers would take a job with a good benefits plan over another that pays more but doesn’t offer a group insurance plan (This hyperlink will open in a new tab).

What young employees are looking for

Young employees like Rose clearly express their priorities:

  • Mental health. They want easy access to psychological services and resources to help manage their stress and anxiety.
  • Prevention and well-being. They’re looking for practical ways to stay healthy: lunchtime fitness sessions, nutrition workshops and sleep management tools are all welcome.
  • Alternative care. Interest is growing in complementary approaches like massage therapy, osteopathy and acupuncture, services that support their overall well-being.

It’s no surprise that this generation is especially drawn to benefits like these.

  • Quick access to essential services, like telemedicine or the Employee Assistance Program (EAP)
  • Wellness and support tools such as health platforms, mindfulness programs and psychological guidance

By meeting these expectations, you show that you genuinely care about your team. You also help create a healthy, inclusive, and motivating work environment.

Does your benefits plan check all these boxes?

Traditional group insurance plans have lost their appeal when it comes to attracting and meeting the needs of young employees like Rose. They’re looking for solutions that go beyond reimbursing a prescription or a pair of glasses. Comprehensive well-being must be a top priority.

There are several options to adapt your benefits plan:

Increase the reimbursement amount for mental health, which is often too low

Offer flexibility so each person can choose what suits their needs

Include alternative care such as massage therapy, osteopathy or acupuncture, which support both physical and mental balance

Prioritizing well-being through mental health support, preventive services, complementary care, a health or wellness account, etc.

These adjustments show that your organization understands the expectations of its younger employees. By aligning your group insurance with the needs of Gens Y and Z, you improve employee satisfaction and retention while also positioning yourself as an employer of choice.

That's all fine and dandy, but...

It must be quite expensive. How can your benefits plan offer massage therapy and wellness apps without blowing up the budget?

We’re not talking about just an extra cost that you and your team will have to absorb. Offering flexibility doesn’t mean increasing premiums. We’ve implemented ways to control the cost of your group insurance: health spending accounts, annual caps and modular plans.

We help you manage the cost of prescription drug claims.

For example, we offer substitution measures, therapeutic support programs and proactive monitoring of trends.

Simplicity is key for effective HR management, even for small organizations. For small businesses, we offer turnkey solutions. Our digital platforms are simple and intuitive. Our human support makes management quick and easy.

And now it’s time to share the good news

You recently modified your group insurance plan. This change is meaningful: it reflects your commitment to better meeting the needs of your employees, especially younger generations.

Many young people, like Rose, aren’t always aware of all the services included in their benefits plan. They sometimes miss out on valuable tools that could truly improve their well-being.

Nothing beats clear, tailored communication to inform the next generation. Here are a few strategies:

  • Simplify the information, using short and visual messages.
  • Use the channels young people love, like videos, web videos or posts on internal networks.
  • Share concrete examples, showing how employees can benefit from a service in their daily lives.

By presenting the benefits in an accessible way, you help your staff better understand and use their health plan.

Health is everything

A well-designed group insurance plan protects more than just physical health. It’s also a strategic HR tool.

By offering more flexibility, covering real needs and clearly communicating the benefits, your organization is more likely to attract young talent, and make them want to stay.

Adapting your offering is an investment in the future: one of engaged, fulfilled and healthy employees, and one of a stronger, more sustainable business.