Last month, the PBGH team attended the National Alliance of Healthcare Purchaser Coalitions Annual Forum. During one presentation, Benjamin Isgur of Fidelity Health highlighted the critical task of bridging the gap between Generation Z (Gen Z) and the health care system. Below are key takeaways pulled from his presentation and article, which can be found at https://www.fidelityworkplace.com/s/health-benefits-next-gen. 

As the first generation to grow up entirely in the digital age, Gen Z occupies a unique position, straddling the traditional and digital health care landscapes. This duality significantly impacts their health literacy, creating both challenges and opportunities for improving their overall well-being.

These are some of the key obstacles contributing to the disconnect in healthcare engagement for Gen Z: 

• A Trust Gap with Employers: One striking insight is Gen Z’s lack of trust in employers as a source of health care information. This skepticism limits their engagement with workplace-provided health benefits, often leading to underutilization of services designed to support their health and wellness. Employers must rethink their approach to communicating health benefits, moving beyond traditional methods to build trust and foster understanding. 
• Lack of Preventive Care: Preventive care serves as an essential gateway to long-term health, but for Gen Z, this introduction to the health care system is often missing. Few in this demographic have established relationships with a primary care provider (PCP), and follow-up care is rare. This lack of engagement can exacerbate chronic conditions, contribute to overweight issues, and hinder proactive health management.
• The Rise of Virtual Health: Virtual health has emerged as a game-changer may, especially for Gen Z. They embrace digital platforms for mental health support and medication management, appreciating the convenience and accessibility these services provide. However, virtual health is less popular for traditional sick visits, suggesting that Gen Z views digital care as a complement rather than a replacement for in-person interactions. This duality presents a chance to integrate virtual primary care into health system intakes, offering a seamless entry point into the broader health care ecosystem. 

How to Engage Gen Z 

 Engaging Gen Z requires innovative strategies tailored to their unique preferences and challenges. Here are some effective approaches: 

•  Mini Onboarding: Simplify the health care onboarding process with bite-sized, actionable steps that demystify the system. 
•  Analog Communications: Despite their digital fluency, Gen Z appreciates tangible, analog touchpoints like mailers or printed guides, especially for complex topics like health care. 
•  Benefits in Disguise: Reframe health benefits as lifestyle perks. For example, offering gym memberships or mental health apps can make wellness programs more appealing and relatable. 
• Think Outside the Box: Traditional benefits packages may not resonate with Gen Z. Creative offerings, such as virtual fitness classes or gamified health challenges, can drive engagement. 
•  Welcome Through Virtual Primary Care: Introduce Gen Z to health care via virtual PCP appointments, reducing intimidation and building familiarity with the system. 

 To meet the needs of this next-generation workforce, employers and health care providers must reimagine traditional approaches. By addressing trust issues, emphasizing preventive care, and leveraging virtual health platforms, we can create a more inclusive, accessible, and engaging health care experience for Gen Z.