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The health & well-being of baby boomers concerns employers more than that of any other generation

Press release 2 September 2020.

Employers are more concerned about the health and wellbeing of baby boomers than they are about any other generation in the workplace, across all areas of physical and mental health, according to research* from Group Risk Development (GRiD), the industry body for the group risk protection sector.

In fact the research highlights that employers’ concern for the health and wellbeing of staff increases with employees’ age: they have least concerns for their Generation Z employees, their concerns rise to a greater degree for millennials and Generation X, and peak for baby boomers.

Employers were asked to compare how six different key areas of health and wellbeing affect four different generations of their staff. The findings show that baby boomers are the generation that they are most concerned about across all areas.

  • Baby boomers’ general lack of fitness caused by a non-active lifestyle and sedentary working was the biggest worry for employers (32%), although their concerns for Generation X (29%) and millennials (30%) were not far behind. Only 23% of employers have concerns for Generation Z in this area.
  • Living with long-term chronic illness or health conditions (such as diabetes) was the issue that caused employers the second most concern for baby boomers (31%). Employers also had some concerns for Generation X (28%) and millennials (27%). Employers did not see long-term chronic illness as quite such a concern for Generation Z (21%).
  • Ill-health related to lifestyle – such as obesity, smoking, alcohol dependence was the next most pressing concern for employers about their baby boomer employees (30%). 27% of employers worried about this for their Generation X employees, 26% for millennial employees and 18% for their Generation Zers.

And baby boomers’ mental health was just as great a concern as their physical health for employers:

  • Stress and anxiety relating to home life - such as caring responsibilities and managing difficult relationships was a concern of employers for the baby boomer generation (26%). Less so for Generation X (24%), millennials (20%) and Generation Z (17%).
  • Stress and anxiety related to work – such as pressures of overwork, uncertainty of future, etc worried employers of baby boomers the most (25%). Generation X were a concern for 23% of employers, reducing to 17% for millennials and 16% for Generation Z.
  • Stress and anxiety related to finances and debt etc also weighed heavily on the minds of employers for their baby boomer staff (24%), followed by Generation X (22%), millennials (13%) and Generation Z (8%).

Although the research was carried out prior to the COVID-19 situation being on the radar of almost any UK employer or employee, GRiD believes that the stress and anxiety of employees will only have increased at this time, as the far-reaching implications of the pandemic have taken affect.

Katharine Moxham, spokesperson for Group Risk Development (GRiD) said: “It’s hugely important that employee support is provided holistically with adequate resources split between physical, mental, financial and social health, as no-one can predict the twists and turns that an individual’s life may take.

“Many employers rightly appreciate the specific issues their baby boomer employees face. This group will have worked hard over many decades and many employers will feel a particular responsibility to this group as their lives become more complex.”

Many businesses will find that their baby boomer generation remains committed to working for longer than many employers had perhaps expected. The work ethic amongst this generation is strong and many mature staff also enjoy the companionship of the workplace and simply do not want to retire. Another factor keeping this generation in the workplace is that some will not be able to afford to retire – with potential pressures on both house prices and retirement income after the pandemic, this could increasingly become the case.

Moxham continued: “Whilst the baby boomer generation is the one that most concerns employers, it is important that all generations are supported, and across all areas of concern – financial, physical, social and emotional. Group risk products (employer-sponsored life assurance, income protection and critical illness) have long included support for such concerns and are a great help for employers looking at how best to support all their staff.”

  • Ends –

*Research undertaken by Opinium on behalf of GRiD amongst 500 HR Decision makers between 27-31 January 2020.

For the purposes of this research, the age ranges for each generation were as follows:

  • Generation Z: 18-24
  • Millennials/Generation Y: 25-43
  • Generation X: 44-55
  • Baby boomers: 56-74

For further information please contact:

Sharon Mason 
SMUK Marketing and PR 
Mob: 07747 611773
Land: 01252 843350

Katharine Moxham
Spokesperson for GRiD
Mob: 07887 512508

Notes for editors

About GRiD

Group Risk Development (GRiD) is the industry body for the group risk sector, promoting the value to UK businesses of providing financial protection for their staff, enhancing their wellbeing and improving employee engagement. Our membership includes insurers, reinsurers, intermediaries and those operating in (or with other interests in) the UK group risk market. Together this forms a collective wealth of experience built over many years. Under the chairmanship of Steve Bridger (managing director, Aviva Health UK) GRiD aims to promote group risk through a collective voice to Government, policymakers, stakeholders and employers.

GRiD works with government departments and regulators involved in legislation and regulation affecting group risk benefits, and with other organisations involved in the benefits and financial protection arenas. GRiD also seeks to enhance the industry's standing by encouraging best practice and by participating in industry-wide initiatives such as the professional qualification in group risk managed jointly with the Chartered Insurance Institute.

GRiD’s media activity aims to generate a wider awareness and understanding of group risk products and their benefits for employers and employees.

GRiD's dedicated spokesperson, Katharine Moxham, provides expert media comment on a full range of group risk issues.

Follow Katharine Moxham on Twitter @KMoxham


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