Supporting diversity with group benefits plans
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Recent research by Sun Life finds inclusive group benefits are key to retention – and highlights opportunities for organizations to incorporate DE&I options
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THE "GREAT RESIGNATION" is driving increased focus on attracting and retaining talent, and a key component of that goal is creating a workplace culture that is vibrant, resilient, and – importantly – supports diversity.
For Marie-Chantal Côté, Senior Vice-President of Group Benefits at Sun Life, this topic is close to her heart: as a cisgender woman who is part of the LGBTQ2+ community, she knows first-hand the value of being part of a culture where she can be her authentic self.
“Every Canadian should have the opportunity to feel
A market leader in group benefits, Sun Life provides coverage to over 5 million employees and their dependents. Each year we support the health care needs of Canadians with more than 80 million claims paid. We’re dedicated to delivering industry leading products and wellness solutions.
Sun Life has operations in a number of markets worldwide, including Canada, the United States, the United Kingdom, Ireland, Hong Kong, the Philippines, Japan, Indonesia, India, China, Australia, Singapore, Vietnam, Malaysia and Bermuda.
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“Every Canadian should have the opportunity to feel valued and included, and every organization should cultivate an environment in which that happens”
Marie-Chantal Côté,
Sun Life
valued and included, and every organization should cultivate an environment in which that happens,” says Côté. “I strongly believe that equity access and representation create a much more fertile ground for innovation, performance, and retention.”
While research consistently shows the benefits of Diversity, Equity, and Inclusion (DE&I) – for example, studies have found diverse organizations have 19% higher revenue from innovation and are 25% more likely to be leading financial performers than less diverse industry peers – Sun Life took the connection a step further by exploring it in a group benefits context. They conducted a national survey with Ipsos of employed Canadians that not only confirmed a positive relationship between DE&I and a company’s group benefits plan but also highlighted the risk employers may run from a retention perspective by not intentionally and thoughtfully incorporating it. With less than one in five members of diverse communities strongly agreeing that their plan meets their needs as a member of a diverse community, the time is now for employers to take action.
“Adding benefits that serve diverse needs or expanding core coverage to include options that speak to a broader range of life experiences is increasingly top-of-mind for organizations,” says Côté. “And this trend towards more inclusive plans is only going to accelerate.”
The benefits of group benefits
The survey found that benefits play a large role in attracting and retaining talent – especially among diverse groups. While 92 per cent of respondents said group benefits are of value to them, satisfaction varied between groups with Indigenous, LGBTQ2+, and Persons with Disabilities being the least happy with their plans.
However, the survey also shows benefits are a stronger recruitment draw for members of diverse groups. In the case of persons who currently did not have group benefits plans, respondents who identify as members of the Black, Indigenous, Other Race / Ethnicities, LGBTQ2+, and Persons with Disabilities groups were significantly more likely to say they wished their employer offered group benefits, and a greater proportion of members from the first three of those groups say they would look for a different job that does offer them.
These findings provide an opportunity for employers to examine what they offer and explore ways that they can better
meet the needs of the diverse Canadians in their workforce. Implementing strong DE&I policies may not only foster engagement and drive higher performance in an organization, but the bottom line is it’s just the right thing to do says Côté.
“We have the luxury of living in a country with a diverse landscape and that comes with diverse needs,” she notes.
Catalyst for change
Ultimately the survey shows health journeys are personal and offering group benefits plans that go beyond a “one-size-fits-all” approach is critical to a successful DE&I strategy, as well as plays a significant role in attracting and retaining talent. The findings also highlight clear – and actionable – areas of improvement for employers, reinforcing that “our industry can make a difference by improving access, including social accessibility,” Côté says.
Those in diverse groups may encounter barriers to engaging with and using their plans. The survey results point to things like the use of non-inclusive language and not having access to health practitioners who themselves are diverse, have diversity training, or who are allies of diverse groups as reasons why members of diverse communities may not be fully using their coverage. Offering such a network of providers increases the use and efficacy of benefits, and Côté notes that Sun Life is working with the Black, Indigenous, and other diverse community health organizations with the goal of increasing access to health care providers from those communities.
In another area of opportunity, those identifying as members of the Black, Indigenous, and Other Race / Ethnicities attributed the highest value to complementary and alternative medicines in their plans, such as coverage for homeopathy or traditional Indigenous medicines, with 77% reporting it was important. This is where Sun Life’s Personal Spending Accounts (PSAs) shine by allowing employees to access a wider range of eligible expenses not covered by traditional plans, Côté says, adding “we are also looking at other opportunities to expand coverage for complementary and alternative therapies, including for Indigenous medicines – stay tuned.”
Being program, powered by Dialogue, specifically aimed at mental health, helping to break down barriers to access for employees – an especially important consideration for members of diverse communities.
Evolving group benefits options
LGBTQ2+ respondents and those who identify as Other Race / Ethnicities reported they highly value the addition of family building coverage and services for same sex/gender couples. This demographic is growing, and offering this coverage furthers DE&I efforts within organizations. In recognition of rising non-traditional approaches to creating a family, Sun Life offers a Family Building program that includes not only fertility services but is the first major insurer to announce surrogate expense coverage. This opens the door for employees from marginalized groups who may face additional challenges when growing their family.
“The intent is to provide these plan members with additional financial resources, so they are on the same footing as others when wanting to start a family,” says Côté. “I’m excited to say that we’ve just expanded coverage to additional expenses incurred by the member during the surrogacy and adoption process, such as legal and agency fees.”
Modern workplaces are also recognizing that diversity includes gender identity, and almost a quarter of LGBTQ2+ respondents reported they would highly value coverage and services for those undergoing gender affirmation/transition. Sun Life pioneered this coverage in 2019, helping gender-diverse employees or dependents through their transition by supplementing provincial or territorial coverage. This additional support “makes a meaningful difference and helps employees live happier, healthier lives as their authentic selves,” says Côté, adding that Sun Life also has plans to further enhance this benefit in the coming months.
Sun Life has also turned that DE&I lens inwards in many ways. One example is an initiative to ensure communication is inclusive and representative of the identities of members of diverse communities by creating a reference guide for DE&I terminology and language. This resource guides Sun Life’s communication within the organization as well as to its clients and advisor partners. It was developed by Sun Life DE&I subject matter experts through consultation with many external sources, including groups representing specific diverse communities.
“It’s a living and breathing document,” says Côté. “We recognize we might not get it right all the time, and that’s OK. The landscape is continually changing but the important thing is we are committed to growing and learning.”
“We have the luxury of living in a country with a diverse landscape and that comes with diverse needs”
Marie-Chantal Côté,
Sun Life
Across all groups the desire for virtual care and/or virtual mental health care ranked highly, with those of Other Race / Ethnicities and those who identify as LGBTQ2+ reporting they would highly value these benefits. The LGBTQ2+ community were also significantly more likely to value virtual mental health care. Virtual access to health care, both physical and mental, became a priority during the COVID-19 pandemic and Sun Life launched Lumino Health Virtual Care (LHVC), powered by Dialogue, in 2020 in response to that need. This service is accessible 24/7 from anywhere in the country and offers employees a range of diverse, multi-disciplinary providers. Employers also have the option of adding the Stress Management and Well-
“Organizations are putting their focus on talent attraction, retention, engagement and the health of their employees – as they should be,” says Côté. “What we know, and what the research shows, is that diversity, equity, and inclusion plays a large part in achieving all of those goals.”
For a more comprehensive picture of the strides Sun Life is taking and more information on how to best elevate your group benefits plan, check out the 2022 DE&I research report.
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Group benefits are valued by all
White
80%
60%
40%
20%
O%
100%
93%
Black
89%
Indigenous
93%
Other Race / Ethnicities
94%
LGBTQ2+
87%
Persons with Disabilities
87%
TOTAL ACROSS DIVERSE GROUPS
92%
Complementary and alternative medicines are valued
100%
80%
60%
40%
20%
O%
White
57%
Black
77%
Indigenous
77%
Other Race / Ethnicities
77%
LGBTQ2+
66%
Persons with Disabilities
64%
Looking ahead
A strong DE&I focus supports a healthier workplace, helps organizations reach their goals, and underpins that Gold Standard of a robust company culture. It’s also key to recognize DE&I considerations filter down through every aspect of business, including an organization’s group benefits plan. In an environment where employers are facing many headwinds, offering a group benefits plan that reflects the diversity of your workforce is an important DE&I initiative that fits into the bigger picture of employee attraction and retention.
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