A broker’s guide to helping clients tailor EAP communication for Gen Z, Millennials, Gen X, and Boomers
A one-size-fits-all message rarely works when you’re promoting an Employee Assistance Program (EAP) to a multigenerational workforce. Each generation has different communication preferences, values, and comfort levels with mental health—and the EAP message needs to meet them where they are.
As a broker, you can help your clients build awareness, trust, and engagement by customizing how they talk about the EAP across age groups.
Why Generational Messaging Matters
- Boosts visibility and relevance
- Increases trust and perception of value
- Helps reduce stigma for some groups and increase convenience for others
- Drives higher utilization and long-term engagement
Gen Z (Born ~1997–2012)
Values: Transparency, inclusivity, mental health normalization, digital-first tools
Channels: Text, social media, mobile app, visual or short video content
Sample Message:
You don’t have to be in crisis to use the EAP. Get support for school-life stress, relationship drama, or just feeling overwhelmed. Chat, text, or book a session your way—free and confidential.
Tip for Clients: Promote through QR codes, peer-led awareness campaigns, and Instagram/Slack posts.
Millennials (Born ~1981–1996)
Values: Work-life balance, personal growth, flexibility, stigma-free access
Channels: Email, video, mobile-friendly portals, LinkedIn
Sample Message:
Trying to juggle work, family, finances—and still have a life? The EAP can help. From short-term counseling to life coaching and financial advice, it’s all included. And it’s 100% confidential.
Tip for Clients: Use “life stage” language (parenting, career change, burnout) and promote through benefit portals and wellness newsletters.
Gen X (Born ~1965–1980)
Values: Privacy, practicality, self-reliance, family responsibility
Channels: Email, intranet, print materials, team meetings
Sample Message:
When life gets complicated, the EAP can help you simplify. Support for stress, caregiving, relationships, or just a place to think out loud. No paperwork. No judgment. No cost.
Tip for Clients: Emphasize confidentiality and convenience. Promote through HR updates and manager referrals.
Boomers (Born ~1946–1964)
Values: Loyalty, discretion, professionalism, structure
Channels: Email, printed materials, HR meetings, word of mouth
Sample Message:
Everyone needs support now and then. The EAP is here for you and your family—for legal help, financial consultations, emotional support, or health-related decisions. It’s confidential, and it’s part of your benefits.
Tip for Clients: Provide printed flyers or include EAP in wellness and retirement prep sessions. Encourage managers to bring it up during 1:1s.
Final Word for Brokers
The message may be the same—but how it’s delivered matters more than ever. Help your clients reach every generation with language and channels that resonate. The result? Higher awareness, less stigma, and more employees getting the support they need.