Benefits through Generations: How to Approach Each Age Group About Benefits

Benefits through Generations

Employers have recently started to face a unique challenge: providing support to four different generations of workers. Boomers are retiring later in life, Gen X-ers are following closely behind them, Millennials are still somewhat new to the workforce, and Gen Z-ers are just entering it.


With such a vast age range of individuals in the workforce, employers have to focus on providing more innovative and tailored employee benefits packages and communications. Employers are also learning to accommodate different generations of employees by offering tiered benefits package options tied to their age level. This way, you can avoid charges of discrimination while appealing to the needs of different generations.


In general, consider each generations needs and alter your approach and package options to suit them:



Baby Boomers tend to value salary level, health insurance, and retirement plans the most when considering a benefits package. And with their retirements looming, plus the fact that the average Boomer only has $136,000 saved for retirement, benefits options that can help them save more are essential.


They’re also the first aging generation to embrace healthcare tech and adopt tools for telemedicine, so while they may not be as proficient as Millennial and Gen Z employees with technology, they are somewhat comfortable utilizing digital tools and resources.


Gen X

This generation (comprised of individuals between the ages of 38 and 53) is sandwiched between two much larger generations and tends to get overlooked. Their main benefits concerns are having enough money for retirement and taking care of their family’s health needs and expenses.


They may not have grown up with the Internet, but they are proficient at using it. Use video to communicate with and educate this generation (they’re responsible for 1.5 billion YouTube views a day) about their benefits options. They’re also active on social media and will appreciate this avenue of communication as well. Many Gen X-ers are in executive roles, so consider that as you’re tailoring your messaging to them.



Millennials are the most likely to be actively engaged in choosing a plan than any other generation. But, they’re also the least satisfied with their primary healthcare providers and tend to seek information from other sources. So, Millennials are curious and tend to take an active role in their benefits education—ensure you’re offering them to tools to learn as much about their package options and the selection process as possible.


This generation also deeply values flexible benefit options. When you’re building your benefits plan, consider implementing low-cost options, like flex time, remote work opportunities, and paid leave for volunteer work to appease and attract Millennials.


Gen Z

Gen Z workers grew up with the Internet and are comfortable using wearable, apps, social media, and online support as their main modes of communication, so employers should play to Gen Z’s strengths by utilizing these channels.


Gen Z-ers are also the most interested in healthy eating and preventative wellness than the older generations—making them more likely to be responsive to wellness programs like counseling, screenings, and vaccinations.


In order to attract and retain a wide spectrum of talent across generations, employers should create flexible benefits packages and appeal to each age group’s strengths, benefits needs, and preferred styles of communication. To do this effectively, it’s important to create two-way communication with employees, ask them what they want, and keep track of benefits at a granular level so you can analyze who selected which types of options.


When it comes to benefits administration, Clarity Benefit Solutions offers products and resources to help employers provide the best, most streamlined experience to their employees. Learn more on our website.