Gen X workers want different benefits. Companies are answering the call.

The news article titled 'Gen X workers want different benefits. Companies are answering the call. ' discusses the evolving needs of mid-life workers, specifically those belonging to Generation X, born between 1965 and 1980. These individuals are seeking support for menopause, eldercare, health screenings, and more. The good news is that companies are increasingly recognising these needs and are offering tailored benefits to meet them.

Generation X workers are often referred to as being in the 'sandwich' phase of life. They are caught between caring for their aging parents and providing for their school-aged children, all while managing their own lives, careers, and health. In order to retain these valuable employees, organisations need to address these challenges. Consequently, an increasing number of companies worldwide are introducing benefits that cater to specific mid-life health and lifestyle concerns. In a competitive labour market, employers who offer customised perks stand out by signalling a level of support that's increasingly sought after in today's workplace.

For instance, cloud-software company Salesforce has recently launched an eldercare benefit for employees supporting older family members, as well as cancer-related programming for early detection targeted to the 50-plus demographic. Software company Adobe offers services to help employees manage the university-admissions process for their kids, along with access to backup elder care and in-home care consultations. Menopause support is also emerging at many global companies, both big and small. 'The benefits of providing these services go beyond economics,' says Peter Bamberger, a professor at the Coller School of Management at Tel Aviv University. 'We're talking about services that potentially impact one's children and one's parents. Organisations are not only providing financial assistance, they're building a strong emotional connection – they're showing that they care.