What Employees Really Want in 2026
Caroline Masterton - Client Relationship Director
Parallel Employee Benefits
Five Key Takeaways from Our Webinar
Employee expectations are evolving, but many employee benefits strategies haven’t kept pace. For years, employers have relied on familiar assumptions about what different generations value, often renewing the same benefits year after year without stopping to ask whether they still meet the needs of today’s workforce.
Earlier this summer we invited Claire Cathcart, Founder and HR Consultant from The ELEVATE Hub to join us on a Webinar and discuss what employees really want in 2026, and challenge some of the biggest myths surrounding flexibility, wellbeing and workplace support, helping you deliver real value for your people.
As workplaces become more diverse and employee priorities continue to shift, organisations have an opportunity to rethink how benefits can better support, engage and retain their people. If you weren’t able to join us live, you can watch a recording below and read on for five of the biggest takeaways from the conversation.
1. One Size No Longer Fits All
One of the biggest misconceptions in employee benefits is the belief that one package can meet the needs of every employee. Today’s workforce is more diverse than ever. Employees are balancing different responsibilities, financial pressures, family commitments and career aspirations. What matters to one employee may be entirely different for another.
Rather than asking, “What benefits should we offer”, organisations should be asking, “What do our people need?”
The most successful benefits strategies recognise that relevance is just as important as choice.
REAL EXAMPLE: During the webinar, Claire shared a great example from her own experience as previous full-time, working parent at a well-known Travel Provider. In this role, her employer offered everyone a free gym membership over the road – a fantastic benefit for some, but not for Claire, who was working compressed hours to leave on time and collect her young son. What, she decided, would have made a real difference to her families health was adding her son to her private medical insurance, which would actually cost less than Claire’s gym membership. Claire asked, and her employer agreed, giving her peace of mind and increased appreciation for her employer. And, when it came in need, rather than wait days worrying and waiting for an appointment, her son received treatment almost immediately and Claire’s time and focus was kept on work. This is a simple example of why understanding what people truly value is far more effective than offering one-size-fits-all benefits.
When staff feel valued, staff retention is greater.
2. Stop Thinking in Generations. Start Thinking in Life Stages.
It’s easy to fall into the trap of assuming younger employees want one thing while older employees value another.
In reality, life stages often have a far greater influence than age. A first-time parent may value enhanced family support. Someone caring for elderly relatives may need greater flexibility. Employees approaching retirement are likely to prioritise financial planning and healthcare, while someone just starting their career may appreciate wellbeing support and financial education.
Designing benefits around life events rather than age creates a more inclusive and meaningful employee experience.
3. Flexibility Means More Than Hybrid Working
When organisations talk about flexibility, the conversation often begins and ends with where employees work. However, flexibility has evolved. For many employees, it means having greater autonomy over how they manage their day, balancing work with caring responsibilities, attending appointments without unnecessary stress, or simply having the trust to work in a way that enables them to perform at their best.
Employers who embrace flexibility in its broadest sense are often better placed to attract and retain talented people.
4. Practical Support Will Always Outperform Perks
Free coffee, office treats and social events all have a place in building a positive workplace culture. But when employees are facing financial pressures, health concerns or major life changes, practical support matters far more.
Benefits such as healthcare, financial wellbeing support, mental health resources, protection cover and family-focused policies can make a real difference to everyday life. During the webinar, Caroline also highlighted how ancillary benefits are often overlooked despite offering some of the greatest day-to-day value. Health cash plans, virtual GP access, dental cover, EAPs and health assessments are relatively low-cost additions that help employees get support quickly, reduce stress and minimise time away from work.
The strongest benefits strategies balance culture-enhancing perks with practical support that employees can rely on when they need it most.
5. The Best Benefits Strategies Start with Listening
Perhaps the most important message from our discussion was that assumptions should never replace evidence.
Employees rarely ask, “How many benefits do I have?” They want to know, “Can I find them easily? Do I understand what’s available? Can I access them without barriers or stigma?”; Making benefits visible and easy to use is one of the most cost- effective ways to increase their value
Before making decisions, employers should take time to understand:
What employees value most.
Which benefits are being used.
Where there are gaps in support.
Whether current benefits still align with organisational objectives.
Employee surveys, utilisation data and regular conversations all provide valuable insight that can help organisations invest more effectively and ensure every benefit delivers genuine value. Benefits should never be a set and forget exercise. They should evolve alongside your workforce.
Turning Insight into Action
Whether you’re approaching your next renewal or reviewing your wider employee value proposition, now is the ideal opportunity to step back and ask some important questions.
Do your benefits reflect the needs of your workforce today?
Are you supporting employees through different life stages?
Are you investing in benefits that people genuinely value?
Does your benefits strategy support your recruitment, retention and wellbeing objectives?
Sometimes small changes can make the biggest difference.
These are just some of the themes explored during our webinar with Claire Cathcart, Founder of The ELEVATE Hub.
Book a Discovery Call or 1:1 session with either of our hosts:
Caroline Masterton, Caroline.Masterton@Parallel-EB.co.uk, www.parallel-eb.co.uk
Claire Cathcart, Claire@elevatehub.co.uk, www.elevatehub.co.uk
It’s easy to assume that a stronger employee benefits package means adding more benefits. But often, the biggest opportunity isn’t investing in something new, it’s helping people understand and access what they already have.
One of the most underused areas of employee benefits we see when clients come to us wanting to add value without increasing costs, are ancillary benefits. These include health cash plans, dental and optical cover, virtual GP services, mental health support, Employee Assistance Programmes (EAPs), life assurance and income protection. While not every benefit will be relevant to every employee, the right support can make a huge difference when it’s needed most. These practical benefits help attract and retain talent, provide valuable peace of mind and offer a financial safety net when life takes an unexpected turn.
