Millennials are driving a new generation of health benefits

Millennials communicate, shop, eat, and even take care of their health differently than any generation before them. For employers looking to attract and keep young talent, this matters more with each passing year. By 2025, the “me generation” will make up 75% of the workforce1, and research shows that they care more about health benefits and other perks than Baby Boomers and Generation X. They’re growing up, they’re making decisions, and they’re looking for health care with the speed, convenience, and personalized experiences they were raised with.

Millennial image for Ha Pi site


Digital and direct

As the first generation to grow up with social media and other consumer-centric technology, these “digital natives” are looking for the same kinds of solutions when it comes to their health care. In fact, 74% say that they’d rather see a doctor through telemedicine.2 And when a situation calls for more than a video chat, they tend to avoid their primary care doctor, opting for specialists and alternative solutions to solve the problem. While older generations see PCPs as the point guard for their care, millennials see them as an extra step to getting the care they really need.

74% say that they’d rather see a doctor through telemedicine


Upfront and informed 

Millennials are more proactive and health conscious than their parents and grandparents. They’re more willing to spend money on fitness, healthy food, and self-care. But as health care costs become more and more unpredictable, millennials have learned to do their research beforehand. In a 2015 survey, 50% of millennials request estimates ahead of time, and as many as 54% admit to delaying or avoiding medical treatment due to costs.3


Stressing perfection

A 2017 study found that millennials strive for a higher level of perfectionism compared to older generations. These raised expectations are leading to more depression and anxiety. And endless scrolling through photos filtered to perfection doesn’t help. But while social media is part of the problem, it’s becoming part of the solution. People, celebrities included, are publicly sharing their struggles. And as the conversation picks up, the stigma falls. As a result, today’s 30-somethings are more comfortable talking about mental health and more confident in looking for treatment. In 2017, over one-third of millennials and Generation Z were receiving therapy or treatment from a mental health professional.4

In 2017, over one-third of millennials and Generation Z were receiving therapy


Demanding diversity

With 44% belonging to a minority race or ethnic group, millennials are the most diverse generation of all time.5 They need to see themselves represented in their own health care experience, with providers and people on staff that reflect their identity, along with comprehensive plans that cover a variety of health conditions unique to particular races.


The modern parent

Not only are millennials no longer kids, but now they’re having kids. And they have the same demands for their care along their journey to parenthood, as well as for their children. They’ve always been busy, but they’re even more so now. With both parents often working full-time jobs, they need technology, information, and services that fit their new lifestyle. And if they fit on a 2x4 screen, even better.

The way millennials live their lives is not news. But the way they will and already are changing health care is. They want answers now and results yesterday. They want to schedule appointments from the same place they order sushi—their couch. But they don’t just want it to be easy, it also has to be fast, enjoyable, and accurate, or you can bet they’ll write about it online—or at least 27% of them will.6

Learn about future-facing benefit options now, or talk to your broker about our plans and programs designed for your millennial workforce.

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  1. Winograd M, Dr. Hais M. How Millennials Could Upend Wall Street and Corporate America. Governance studies at Brookings. May, 2014.
  2. Koren D. What Millennails Want When It Comes To Healthcare. December, 2016.
  3. Pennic J. Survey: 5 Millennial Trends Altering the Delivery of Healthcare. HIT Consultant. March, 2015.
  4. Stress in America: Generation Z. Stress in America™ Survey. American Psychological Association. October, 2018.
  5. Frey W. The millennial generation: A demographic bridge to America’s diverse future. Brookings Institute. January, 2018
  6. Sanborn B. ‘Digital natives' will lead the healthcare consumer revolution. Healthcare IT News. March, 2018.