# Millennial Retention Brands aim appeal to the Millennial employee pool with specific benefits. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Aug 30, 2022 | Category: [Business](https://www.trendhunter.com/pro/category/business-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/millennial-retention ## Key Figures - Trend score: 3.4/10 - Evidence articles: 8 ## What is the Millennial Retention trend? **Millennial Retention:** As Millennials grow older and more confident in their skills and work experience, they're becoming more valuable to brands. In order to better retain employees in this demographic, brands are offering benefits that are specific to their needs--including debt repayment and family planning. ## The consumer insight behind the Millennial Retention trend Amidst the "Great Resignation," Millennials have been shown to be the most likely to quit their jobs. Dealing with economic disillusionment, burnout and uncertain futures, this generation has now spent enough time in the workforce to know whether or not employers are holding up their end of the bargain. The push for Millennial retention in the workforce is a response to their shift in attitudes about corporate work, as well as their increasingly valuable experience and skillsets. ## At a Glance - Evidence: 8 featured examples - Articles from: Jul 14, 2020 to Jan 18, 2023 - Published: Aug 30, 2022 - Patterns: [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Millennial Retention trend ### Millennial Retention Employers are offering benefits that are specific to Millennials' needs to better retain employees in this demographic amid the 'Great Resignation.' ### Financial Wellness Platforms Companies are partnering with financial wellness platforms to offer valuable resources and tools to their workers, contributing to a happier and more productive workplace. ### Family-Building Employee Benefits Employers are implementing additional benefits for employees, allowing them access to new family-building opportunities including fertility treatment, surrogacy, and gender-affirming surgeries, to support workforce diversity and employee satisfaction. ## What the Millennial Retention trend means for industry ### For Corporate Insurance Wellness offerings go beyond traditional health insurance benefits, creating space for accessible corporate fitness benefits and mental health benefit providers. ### For Banking Banks are expanding their mental health benefits and services to support employees in the face of the growing dialogue around mental health. ### For Food Delivery and Restaurant Industry Food delivery platforms, like DoorDash, have launched healthcare benefits to support restaurants and their staff, while also improving hiring and retention rates. ## Workshop question How could your brand better prioritize employee retention? ## Trend signals for Millennial Retention Trend score 3.4 out of 10, from popularity 55%, activity 35%, freshness 14%. - Popularity: 55% - Activity: 35% - Freshness: 14% ## Examples of the Millennial Retention trend 8 featured examples from Jul 14, 2020 to Jan 18, 2023. - [Family-Building Employee Benefits](https://www.trendhunter.com/trends/family-building-opportunities): HSBC Adds New Family-Building Opportunities for Employees (Category: Social Good) Implication: HR departments will need to incorporate family-building benefits into their company packages to retain and attract top talents. - [Fitness-Themed Employee Benefits](https://www.trendhunter.com/trends/peerfit): Peerfit Employee Insurance Aims to Redefine Wellness at Work (Category: Lifestyle) Implication: Incorporating fitness benefits into corporate insurance packages presents an opportunity for insurance providers to differentiate themselves and attract businesses seeking compreh… - [Work Away Benefits](https://www.trendhunter.com/trends/work-away-benefit): Media Profile Offers its Employees $3k for Workcations (Category: Lifestyle) Implication: PR and communications agencies are offering unique benefits such as work away benefits to attract and retain talent. - [Student Loan-Paying Work Perks](https://www.trendhunter.com/trends/pay-off-their-student-loans): Google Will Help Employees Pay Off Their Student Loans (Category: Social Good) Implication: Tech companies can lead the way by offering student loan repayment benefits to attract and retain skilled professionals in a competitive job market. - [Food Delivery Employee Benefits](https://www.trendhunter.com/trends/merchant-benefits): DoorDash Rolls Out New Employee Perks Plan, 'Merchant Benefits' (Category: Lifestyle) Implication: Food delivery companies have an opportunity to improve the job market in the restaurant industry by offering more than just delivery services, but employee benefits as well. - [Employee Financial Wellness Platforms](https://www.trendhunter.com/trends/financial-wellness1): Origin Helps Companies Relieve Employee Stress (Category: Marketing) Implication: Origin's emphasis on accessible financial planning presents opportunities for disruptive innovation within the financial services industry. - [Shared Parental Leave Incentives](https://www.trendhunter.com/trends/benevity): Benevity's DEI Program Offers Multiple Parental Leave Incentives (Category: Business) Implication: Human resources industry is adapting to new parental leave policies to meet the needs of modern employees. - [Bank Mental Health Benefits](https://www.trendhunter.com/trends/mental-health-benefits): Scotiabank Expands Mental Health Benefit to $10,000 Per Year (Category: Lifestyle) Implication: The finance industry can leverage increasing mental health benefits as a value proposition to attract and retain employees, while promoting mental wellness among existing staff. ## Recent trend clusters - [Keepsake Countdowns](https://www.trendhunter.com/protrends/holiday-countdown-gifts) (Business) - [Gentle Diagnostics](https://www.trendhunter.com/protrends/home-heart-screening) (Lifestyle) - [Targeted Macros](https://www.trendhunter.com/protrends/functional-protein-ingredients) (Lifestyle) - [Flavor Borrowing](https://www.trendhunter.com/protrends/soft-drink-flavor-mashups) (Lifestyle) ## Trending in Business - [Performance-Based Creator Ads](https://www.trendhunter.com/trends/creator-ad-platforms) - [Fashionable Frozen Yogurts](https://www.trendhunter.com/trends/aritzias-aok-caf) - [MIami Pop-Culture Shirts](https://www.trendhunter.com/trends/miami-pop-culture-shirts) - [Natural Deodorant Expansions](https://www.trendhunter.com/trends/target-beauty-studios) All articles: [Business](https://www.trendhunter.com/business)