Why Emotions (not facts) Matter Most When it Comes to Benefit Communications

For years, benefit communications has focused on facts: The cost of your plan. How voluntary products mesh with medical coverage. The likelihood you would experience a covered condition. These numbers, facts and details helped employees make informed decisions when it came to their voluntary benefits. I’ve seen it first-hand for the last 30-plus years.

Except, that’s not the case anymore.

We recently completed research at Trustmark that told us employees prefer the exact opposite of what many of us have been focused on in the past. Employees respond and act based more on emotional cues than factual ones.

Surprised? You probably shouldn’t be.

Our research found that 40% of employees said the primary reason they enrolled in benefits was, “It’s important to have peace-of-mind.” Another 25% said, “It’s the responsible thing to do.” Employees are making benefit choices with their hearts — not their minds. And, it’s time for HR and benefits managers to start reshaping communications to align with this shift in thinking and behavior. (read more)