Mid-life workers want menopause support, eldercare assistance, health screenings and more. Increasingly, they’re getting it – and their employers are benefitting, too.

Gen X are at a crossroads in their personal lives. Wedged between Baby Boomers and millennials, this generation is in the ‘sandwich’ phase of life. They’re largely responsible for caring for their aging parents while providing for their school-aged children, all while managing their own lives, careers and health.

If organisations are eager to hold onto their Gen X workers, roughly defined as those born between 1965 to 1980, they need to respond to these challenges.

That’s why an increasing number of companies across the globe are rolling out benefits that address specific mid-life health and lifestyle concerns. And in a tight labour market, employers who offer customised perks stand out by signalling a level of support that’s increasingly sought after in today’s workplace. 

One example comes from cloud-software company Salesforce, who has recently begun offering eldercare benefits along with cancer-related health benefits.

Cloud-software company Salesforce 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 as well as 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, and the president elect of the Academy of Management. “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.”

Employers aren’t offering these new benefits out of pure altruism, however. The programs are relatively cost-effective, and research suggests that benefits tailored to employees’ needs can have an impact on retention and performance. A survey by Gartner conducted last year, seen by the BBC, showed a thoughtful benefits strategy can boost employees’ intent to stick around by 11%, and raise their output by 12%.

With five generations in the workforce, benefits are no longer a one-size-fits-all proposition.

Employers are increasingly trying to adapt to the evolving needs of their employees as they progress through their lives and careers, says Lauren Winans, the chief executive officer of Next Level Benefits, a Pennsylvania, US-based HR consultancy. “Companies are looking at their workforce demographics and they’re asking: where is this person in their life? What are they facing? And how can we invest our benefit dollars in purposeful ways?”

Similar to offering student loan assistance and mental-health support to appeal to Gen Z, and fertility and caregiving benefits to draw millennials, mid-life benefits meet Gen X workers where they are. And this is important, right now: “Gen Xers are likely senior leaders in their organisations,” says Winans. “If they’re not in the executive suite now, they’re going to be there soon, and so these are folks that companies really want to attract and retain.”

One of the most popular new benefits is menopause support. Menopause is not only a challenge for workers, but also for employers; according to a study published in April by the Mayo Clinic, menopause symptoms result in approximately $1.8bn (£1.42bn) in lost working time each year.