Gen Z are entering South Africa’s workforce in large numbers, and they’re not just bringing ambition and digital fluency—they’re reshaping workplace expectations and employment norms. By 2030, nearly four in ten workers in the country will belong to this generation. Yet, despite their energy and adaptability, many are navigating their careers without the safety net of affordable health insurance.
“This isn’t about carelessness,” explains Reo Botes, Managing Executive at Essential Employee Benefits. “It’s about cost. Traditional medical aid just isn’t realistic for a large portion of Generation Z workers early in their careers.”
With high premiums and limited disposable income, many are going without any form of private health cover, leaving them vulnerable to financial and health-related shocks in the healthcare market.
Gen Z’s health stress affects employers too
The absence of affordable healthcare options has wider consequences for employers in the healthcare industry. Financial stress, career anxiety, and family concerns are top issues for Gen Z, with 58% citing money as their biggest worry. A workforce burdened by financial and wellness issues is far less likely to remain focused, productive, or loyal, impacting overall job satisfaction and company culture.
“Too many are having to choose between buying groceries or scheduling doctor visits,” says Botes. “That’s not a decision any employee should have to make.”
If employers fail to respond, they risk losing out on top talent in a competitive market. Offering meaningful, affordable health insurance isn’t just ethical; it’s strategic for healthcare companies and organisations.
Gen Z wants flexible, digital-first benefits
What Gen Z wants from healthcare services is different from previous generations. They’re not looking for one-size-fits-all schemes with outdated processes and rigid policies. Instead, they want customisation, convenience, and digital access.
“This is a generation raised on streaming platforms and smart tech,” notes Botes. “They expect their health benefits to work the same way—personalised, seamless, and at their fingertips.”
In practice, this means access to mental health support, telemedicine, preventative care, and flexible coverage that can evolve with their needs. International trends already show that 66% of Gen Z use wearable devices for health and over half use digital platforms for telemedicine. South Africa is not far behind in adopting these healthcare journeys.
Tailored healthcare
To meet these expectations, businesses must rethink how they structure their benefits. The key is tailored health cover that reflects the realities of a younger workforce; both in terms of income and life stage.
“For a Gen Z-heavy workforce, you don’t need high-end hospital plans,” says Botes. “You need entry-level cover that offers peace of mind; access to primary care, basic meds, therapy sessions, and wellness tools.”
This generation isn’t thinking about chronic disease management just yet. What matters is affordable health insurance with instant access to healthcare when they need it. Providing this kind of targeted support can build trust and loyalty early in an employee’s journey.
Gen Z expects better delivery too
Just as important as the benefits themselves is how they’re delivered. Gen Z doesn’t want to spend hours on the phone navigating clunky call centres. They want mobile-friendly, intuitive experiences with real-time access to their health information and benefit details.
“Engagement skyrockets when employees can track their benefits in real time,” Botes adds. “Apps, AI-powered health assessments, digital wellness dashboards—it’s about putting control in their hands.”
Also essential is mental wellness support. With rising levels of burnout, anxiety, and depression among young professionals, companies need to embed mental health resources into their offerings. Whether through Employee Assistance Programmes, access to therapy, or mental health apps—these are no longer optional extras in corporate health insurance plans.
Why Gen Z-ready benefits are non-negotiable
Employers who want to stay competitive must evolve. Gen Z is not just another age group—they’re the future of work. And they expect more from their employers than ever before in terms of healthcare spending and personalised health benefits.
“It’s time we stopped thinking about health cover as a box-ticking exercise,” urges Botes. “Benefits must align with the DNA of the workforce, especially when that workforce is young, tech-native, and values-driven.”
Partnering with the right providers can help employers design group health insurance packages that meet employees where they are, whether they’re entry-level Gen Zers or mid-career professionals. A flexible approach is no longer a luxury; it’s a necessity for healthcare consumers.
A future-proof workforce starts with care.
As businesses look toward long-term resilience, investing in employee wellness is no longer optional. It’s the smartest way to attract and retain talent, and to build a workforce that can thrive, even in uncertain times.
In Botes’ words: “Affordable, digital, and personalised health benefits aren’t perks. They’re foundational to the kind of workplace Gen Z wants—and needs—to succeed.”
By understanding Gen Z’s unique approach to health management and providing self-service options with 24/7 access to health data, employers can create a more engaged and satisfied workforce. This next generation of employees is reshaping the healthcare market, and companies that adapt to these new health insurance expectations will be better positioned for success in the evolving world of work.
