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In the fourth part of UnitedHealthcare Global’s series on workplace wellbeing, we turn our attention to Europe, the Middle East and Africa (EMEA), where employers are making significant strides in embedding health culture through strategic engagement, targeted incentives and multi-channel communication.
Across EMEA, workplace wellbeing is undergoing a quiet revolution. While global trends point to holistic health and digital enablement, EMEA employers are leading the charge in one critical area: employee engagement.
According to Optum’s 8th annual Wellbeing in the Workplace survey, in 2024 78% of EMEA employers report having successfully established a culture of health ownership, up from 59% the previous year. This marks one of the most significant year-on-year improvements across all regions surveyed and signals a strategic shift in how wellbeing is being embedded into organisational culture.
Incentives driving participation
One of the key drivers of EMEA’s wellbeing momentum is the targeted use of incentives. In 2024, 98% of employers in the region offered incentives, up from 92% in 2023. These rewards are increasingly tied to program enrolment, completion and health outcomes, a shift that reflects a more strategic use of behavioural motivators.
Programmes with enhanced incentives saw significantly higher participation rates, with EMEA outperforming other regions in 16 out of 27 tracked wellbeing initiatives. This suggests that when incentives are aligned with employee goals, engagement follows.
Communication and promotion matter
Organisations are also investing in multi-channel communication and dedicated promotion teams. 99% of employers now employ staff specifically tasked with promoting wellbeing initiatives, up from 94% last year. From email campaigns and newsletters to webinars and intranet banners, employers are using every available channel to ensure employees are aware of and motivated to use available resources.
This emphasis on visibility and clarity is paying off. Employees are more informed, more engaged, and more likely to take ownership of their health.
A model for insurers
For health insurance providers, progress in the EMEA region offers a clear blueprint for success. The wellbeing gains are not rooted in programme proliferation, but in strategic activation. Insurers can support this model by helping employers:
- Optimise existing offerings for relevance and impact
- Personalise support across wellbeing dimensions
- Measure outcomes to guide future investment
As EMEA based employers continue to prioritise engagement, insurers have an opportunity to evolve from benefit providers to strategic wellbeing partners, helping organisations build cultures of care that are inclusive, measurable and sustainable.
To explore more insights on workplace wellbeing, check out the other articles in this series. Discover how a whole health approach can help transform outcomes for employees and learn about why prioritising engagement and participation in wellbeing programmes is more impactful than adding more options for employees. Learn how leading organisations are embracing personalised wellbeing strategies to drive deeper employee engagement and deliver more meaningful health outcomes.
Source:
8th annual Wellbeing in the Workplace survey from Optum
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