Most companies do not tailor benefits for employees to their demographics

A recent study by Towergate Health & Protection revealed that 75 percent of employers do not customize their employee benefits for different demographics in their workforce.

The fact that 61 per cent of these companies reported receiving requests for demographic-specific support from their employees, including considerations like gender or age, is a stark contrast.

Employers are at risk if they fail to match health and wellness support to the needs of their employees.

Benefits which are not tailored to a specific demographic may be perceived to be irrelevant and therefore undervalued, resulting in underutilisation. This oversight can impact the recruitment of employees, retention rates, productivity and absenteeism within the company.

Why do employers not customize benefits?

Employers cite perceived complexity as the main reason for not customizing benefits according to demographics. Nearly half of the companies surveyed (48%) acknowledged this challenge despite their desire to offer benefits in a targeted manner.

Experts suggest that one effective way to approach this is by considering the unique needs and life stages of employees in different demographics. For example, analyzing factors like age and gender will help you choose the most appropriate benefits, such as fitness, fertility, heart health, or menopause support.

Debra Clark from Towergate Health & Protection’s Head of Wellbeing, stressed the importance of recognising trends within demographic profiles. She said, “While every person is unique, there are patterns that can help employers offer the best benefits at the appropriate time. Gender and age demographics are the starting point. Then, there is a sliding-scale of more detailed analysis of what each individual will need.”

Targeted approach

Only a quarter of employers (25%) target benefits according to age, lifestyle and risk factors. The assessment of risk factors is used to determine the likelihood that an individual will develop certain health conditions such as diabetes. Employers can implement prevention and support measures that are tailored to their specific needs using this targeted approach.

Towergate’s research revealed that 36 percent of companies use employee-completed questionnaires to assess the risk of serious illnesses. In addition, 27% of companies use questionnaires to assess weight and fitness. While 26 percent provide more detailed medical assessments on the risk of serious illnesses.

Debra Clark said, “The more tailored the health and wellness support, the greater the return on investment for the individual, and the company.” Supporting employees more individually increases their value, makes them more utilised and is more cost-effective.