Raise your hand if you’ve ever said (or heard): “Our benefits are pretty solid.” Cue the tumbleweed, a confused employee asking why their mental health coverage feels like hieroglyphics, and HR silently weeping in Slack threads.
Let’s be honest, benefits are like loading screen tips in a video game: everyone sees them, few get them, and no one really appreciates them until something goes wrong.
But here’s the plot twist: benefits are now a core talent strategy, and the reason isn’t just inflation or open enrollment season horror stories.
It’s generations. Different ones, with different needs, different currencies of value, and yes, different ways of yelling into the void about what they want next year.
Who’s in Your Workforce (Really)?
Picture this workforce mix (U.S. data, but your mileage may vary by industry and location):
Millennials (~36%) – currently the biggest share of workers.Gen X (~31%) – the steady bridge between boomers and younger folks.Gen Z (~18%) – rapidly growing and loud about what they care about.Baby Boomers (~15%) – shrinking slice but still important, especially in leadership/mentorship.(Yes, the Silent Generation has mostly retired. Bless them for letting us sort this out.)
So, if your strategy is “one universal checklist for all,” you’re basically offering flip phones in a 5G world.
Benefits According to Generation (Not According to What Sounds Cool)
Each group tends to value different things, and yep, sometimes the loudest voice isn’t the one you need to prioritize most strategically.
Here’s a quick cheat sheet pulled from real trends:
Gen Z: Flexibility + mental health + life skills They rate flexible work as a top benefit and yes that includes flexible parental leave and mental health support. Think: student loan repayment help, financial education stipends.
Millennials: Work-life balance + mental well-being Flexibility and mental health resources score high across the board. Think: subsidized therapy apps, wellness credits, robust EAPs.
Gen X: Stability + family support They’re often juggling elder care, kids’ education, and saving for retirement, so benefits like caregiving support and dependable retirement match rates can matter more than another gym membership.
Baby Boomers: Retirement readiness + health security With many planning (or postponing) retirement, benefits like strong retiree health coverage and phased retirement options resonate more than ping-pong tables.
Enter a mid-side marketing firm (name omitted for privacy – but mostly to not become a playbook for competition to adapt their competitive retention edge).
The firm had a benefits package that looked dazzling on paper but performed like a malfunctioning vending machine. After a culture survey, employees offered feedback that ranged from “What even is AD&D?” to “I’m pretty sure I’m enrolled in something I don’t want.”
So, the firm did something radical:
They reviewed benefits through a generational lens.They simplified plans and added targeted options (e.g., mental health access and tuition reimbursement).They updated communications—no acronyms, no discombobulated broker prepared PDFs thicker than a doorstop. Their comms were digestible and accessible to how EACH generation prefers to be communicated to.They launched focused campaigns explaining why your benefit matters to you. They provided real-life and relatable examples of how each benefit worked.The outcome? Benefits questions down 47%. Meaningful enrollment was up 32%. Turnover dipped. Glassdoor and exit surveys started showing benefits as a positive experience.
ROI wasn’t a buzzword. It was a thing that actually happened.
Why Generational Awareness Matters
Sometimes, the loudest requests (usually from younger employees) get all the airtime. But if the benefits strategy works only for that group? You’ll solve a retention issue while creating a satisfaction crater somewhere else.
Example: Offering micro-break wellness challenges might excite Gen Z, but a strong retiree health plan or phased retirement option might be what keeps your Boomers and seasoned Gen X engaged.
The strategy here isn’t catering to whims, it’s about aligning benefits with where your workforce actually is and where your business needs them to be.
Employee benefits shouldn’t feel like an escape room nobody asked to join.
By understanding who your people are, what they value, and how they live, you can design benefits that actually work… rather than feel like a cruel joke only HR gets.
Because when benefits make sense across generations? Employees feel supported. Productivity improves. And HR might just get a compliment in the hallway or a shout out on social media.
That’s not “nice to have.” That’s strategy.
And PS – benefits are not just insurance policies or discount perks, they also extend to policies such as PTO and work flexibility.
Have a question about your benefits? Reach out to me directly at: [email protected]
www.pearcoresolutions.com
Written with a generational twist! By, Jaimie Proscia
The post The Benefits Balancing Act: Serving a Multi-Generational Workforce – Employee Benefits With Extra Generational Spice first appeared on PEAR Core Solutions, Inc..