Innovative and emerging benefits survey 2024–2025 

This survey explores the prevalence and evolution of non-traditional benefits by employers in Canada across various industries. It highlights the role of non-traditional benefits in enhancing employee well-being and aligning with current market trends as it relates to digital health solutions, inclusive benefits and women’s health. 

Participant profile

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43%

of the 346 organizations have a multi-country, global footprint, while the same proportion (43%) operates in a single country. Additionally, 14% function on a multi-country, regional basis.

67%

of the 346 organizations belong to the private sector, 25% are in the public sector, and 8% are part of the non-profit sector.

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Key highlights

Investing in talent: The driving force behind employee benefits

Talent attraction and retention is the primary reason employers are investing in employee benefit plans, with 98% of organizations citing it as a key motivation.

91%

of employers plan to benchmark against market practices to remain competitive, with 49% prioritizing this for the next year and 42% for the next three years.

88%

of organizations plan to develop a cost-containment strategy to keep benefit plans affordable in the next one to three years. 

82%

of organizations will be prioritizing better understanding of employee benefit needs, preferences and perceptions over the next one to three years, reflecting a strong commitment to aligning benefits with employee expectations.

Some benefits are clearly becoming more mainstream, while others are still emerging, with many falling somewhere in between.

From emerging to "mainstream"

Benefits of 50% or more prevalence, with many having double-digit growth since 2023

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“Stable and niche”

Offerings with up to 50% prevalence and/or stable offerings since 2023

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“Truly emerging”

Programs less than 15% prevalence, but with an upward trend since 2023

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Strong growth areas from 2023

Note: % for each item noted is prevalence

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Key areas of focus for impact

  1. Increased financial support through discount programs, financial wellness education/training, coaching and access to savings vehicles
  2. Focused mental health support, from anti-stigma to education/training to iCBT to increasing use of digital EAPs
  3. Improved access to care through telemedicine, virtual therapy, online assessments, preventive screenings and medical second-opinion access
  4. More inclusivity with family planning/fertility medication and treatment, gender affirmation, and neurodiversity accommodation and therapy
Employers are focused on improving their employees’ experience to enhance productivity and engage key talent, even amid economic volatility.

Empowering employers across Canada

Opportunities in times of uncertainty

  • Understand your employee profile to shape your strategy
    Dive deep into your employee demographics and needs. Use this insight to tailor your benefits and support programs effectively.
  • Maximize efficiency
    Take a proactive approach to evaluating your funding and cost-management strategies. Streamline vendor management and marketing efforts to uncover hidden efficiencies that can drive savings and enhance value.
  • Reinvest in key focus areas
    Identify and prioritize the areas that matter most to your organization. Allocate resources to initiatives that resonate with your workforce and align with market trends to foster engagement and retention.
  • Communicate effectively
    Establish a culture of open communication. Keep your employees informed and engaged through regular updates, feedback loops, and transparent discussions about changes and initiatives.
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