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Standard benefits packages won’t cut it for Gen Z. Here’s how they’re raising the bar and what you can do to meet it in 3 easy ways.

The generation that won’t settle for more of the same. Gen Z is here and they’re changing the game.

Born between 1997 and 2012, they’ve grown up digital, purpose-driven, and ready to challenge how work works. By the end of 2025, they’ll make up a quarter of the global workforce

And here’s the thing: standard benefits packages aren’t cutting it anymore.

If you want to attract, engage, and retain Gen Z talent, you’ll need a benefits experience that feels as personal, digital, and values led as they are.  So being part of the Bristol Creative’s network let’s explore how this generation is raising the bar for benefits and what you can do to meet it.

Firstly, digital Natives Expect Digital-First Benefits!  Gen Z grew up with smartphones, social feeds, and instant everything. So, when they join your workforce, they expect the same seamless experience from your benefits. A company’s tech influences whether they want to work there. They expect business tools to be as intuitive as TikTok and as mobile-friendly as their banking apps. If your benefits platform feels clunky or old-school? You’ll lose them before they’ve even logged in.

Secondly, they care deeply about purpose. For Gen Z, work isn’t just a job. It’s a platform for impact. Often, purpose at work matters more than a pay cheque. If your benefits don’t reflect your social and environmental commitments, you’re missing a massive engagement driver.

Then there’s the whole avenue called “flexibility”. Gen Z doesn’t measure success by hours logged. They care about outcomes and flexibility of schedules. In addition, there’s flexibility with regards to personalised benefits which I have mentioned numerous times. Forget biscuit-cutter packages. Gen Z expects choice: mental health support (which is non-negotiable being essential not optional), help their sustainability goals/carbon footprint, help with student loan repayments, help with community impact…all good examples.

Why? Well, it’s not rocket science – lower turnover, higher engagement and it makes you stand out in the crowd as an employer.

Gen Z is raising the bar for what great benefits look like. If you’re still offering one-size-fits-all packages, you’re missing a huge opportunity to engage the workforce of tomorrow.

If nothing else just look at

Because if your benefits aren’t easy to access, easy to understand, and easy to love, they aren’t working hard enough.

Get your networking hat on in May, June and July! We have some brilliant networking opportunities over the next few months. They are free or discounted for Bristol Creative Industries members.

22 May: Screen industries meetup, Nine Tree Studios in Bristol

Our second screen industries meetup focuses on skills and opportunities for people in the industry, and the challenges for finding work or moving to different sectors.

The event is £5+VAT for BCI members, £8+VAT for non-members. Tickets include food and drinks. Register here.

22 May: BCI members’ lunch at The Square Club in Bristol

BCI’s free members’ lunches are the perfect opportunity to catch up with fellow members and the BCI team which enjoying a delicious Mediterranean buffet lunch too.

Register here.

10 June: Freelancer networking drinks at The Square Club

Open to freelancers and those who engage with freelancers, join this event to widen networks, make new connections, discuss common problems, and discover potential opportunities for collaboration.

The event is free with a free drink for BCI members, or £5+VAT for non-members.

Register here.

13 June: Walk & Talk outdoor networking in the Cotswolds

A great opportunity for members to make new connections whilst getting some much needed fresh air! This event is for BCI members only and costs £10+VAT.

Register here.

26 June: BCI members’ lunch at The Square Club in Bristol

Register here.

24 July: BCI members’ lunch at The Square Club in Bristol

Register here.

Would you like to advertise your job vacancy for free and use the Moxie and Mettle network to find your perfect candidate!?  Moxie and Mettle have created a brand new way to find your next best person, with their new offer Recruitment Bootcamp.  Learn new skills and find your next new recruit!

Join Recruitment Bootcamp, our online training course, which will guide you through the best way to recruit for your business, as well as saving time and money, and as a new client, you’ll be able to advertise your role through Moxie and Mettle too.  All responses will come directly to you.

At Recruitment Bootcamp, you receive online access to the course that covers

And everything else you need to get a robust recruitment process in place, with unlimited support from Liz Gadd and Becs Hogdson and plenty of practical advice by email and phone.

When you sign up to Recruitment Bootcamp, you’ll be able to advertise your current or next vacancy through the huge network of Moxie and Mettle and Rustic and Rural, our recruitment agencies (no recruitment fees apply)

With a database of 50,000 people, social media groups of over 20,000 members and a collective 30,000 connections on LinkedIn, the advertising opportunity is huge and will attract the right candidates for your business.

Recruitment Bootcamp is just £780.00 and includes the advertising campaign.  The fee represents a 20% discount for Bristol Creative Industries members (VAT included in the figure)

So you will get up to date information on the jobs market and candidates, and how to recruit successfully overall,  but you’ll be able to advertise your role (at no extra cost) on a number of external websites and relevant groups, and through our social media.

Would love to chat it through, so let us know a good time!

Liz and Becs

Moxie and Mettle
0117 301 8223 | 07377 400413
liz@moxieandmettle.co.uk
www.moxieandmettle.co.uk
www.linktr.ee/lizgadd

All About Guitar Partners with Distiller Music Group

Bristol, UK – March 25, 2025 – All About Guitar, the UK’s premier resource for guitar enthusiasts, is excited to announce a strategic partnership with Distiller Music Group. This collaboration aims to enhance the range of services offered to guitarists, combining All About Guitar’s expertise in custom-built instruments and educational content with Distiller’s renowned recording facilities and industry network.

David Gillam, founder of All About Guitar, expressed enthusiasm about the partnership:

“At All About Guitar, our mission has always been to support and inspire guitarists at every level. Teaming up with Distiller Music Group allows us to expand our offerings, providing unparalleled resources and opportunities for the guitar community.”

Expanded Services for Guitarists

This partnership introduces several enhanced services:

David Gillam added:

“This partnership is about more than just services; it’s about building a community where guitarists can thrive. Whether you’re a beginner or a seasoned professional, we’re here to support your musical journey.”

For more information, visit All About Guitar or Distiller Music Group.

Media Contact:

David Gillam

Founder, All About Guitar

About All About Guitar:

All About Guitar is the UK’s leading platform for guitar enthusiasts, offering custom-built instruments, professional setup and repair services, educational resources, and a supportive community for guitarists of all levels.

About Distiller Music Group:

Distiller Music Group is an independent, artist-focused company encompassing records, publishing, live events, and a state-of-the-art  recording studio. Their mission is to support musicians at every stage of their creative journey.

A couple of weeks back was Earth Day, and the 2025 theme is Our Power, Our Planet. This year, the Earth Day movement is uniting the globe around renewable energy to help us achieve ‘triple clean energy’ by 2030. Sustainability is at the heart of Bristol Creatives and as a community we should constantly strive to innovate and provide eco-friendly employee benefits.

But where do you start? Well, here’s a few pointers to embed sustainable and eco-friendly employee benefits into your business.

With CSR strategies becoming a must-have, companies are coming forward en masse to share their green credentials, giving birth to the term “Greenwashing”, where organisations talk the talk but don’t walk the walk when it comes to employee wellbeing practices. The same is true with greenwashing, but the scrutiny is even higher. If you make a claim about your environmental commitments, you must have the data to back it up. Without the data, it’s simply talk, and you’re at risk of being seen by your clients, consumers, and partners as greenwashing.

Clients and employees increasingly seek businesses that do good environmentally and socially, but they will also want to see the proof. Being branded a greenwasher will harm your reputation among employees, clients and partners, and you could find yourself in court.

So, how do you get CSR right? What are eco-friendly business practices?

There’s a long list of ways you can embed sustainability into your business through eco-friendly benefits and ways of working.   Employees want to work for a business that authentically demonstrates ethical behaviours, and they’re scrutinising your corporate social responsibility policy alongside your Employee Value Proposition (EVP).  Conscious quitting is a growing trend among socially conscious employees seeking equally socially conscious employers who contribute to the communities and environment in which they exist. By 2025, Millennials will make up nearly three quarters of the global workforce, and they’re looking for socially responsible employers.

Climate anxiety is real, especially among the younger generations, and these are the people who will make up the future workforce. Research tells us that young people don’t think the government is doing enough to avoid a climate crisis and expect their employers to act responsibly.

How can business’s embrace sustainable business practices through eco-friendly employee benefits. How about helping employee’s retro fit their homes…double bonus of improved financial wellbeing with energy bill savings and improvements in sustainability?

You can’t discuss eco-friendly employee benefits without stepping into the world of green car and cycle to work schemes. Both encourage greener ways of commuting to work, whether by an electric vehicle or bike and bring tax and NIC savings to employers and employees.  Greener commuting and money back in your pocket!  The more employees who take up a salary sacrifice scheme within your business, the more you’ll save on National Insurance Contributions. Cycling promotes physical wellbeing, and healthy people have less sickness absence = another saving to your outgoings. Your employees’ finances also benefit from a reduction in the taxable element of their payslips.

Cycling may not be feasible for those travelling long distances, but with your support, they can still make their commute greener. Offer your employees a salary sacrifice car scheme to create tax savings and make low-emission travel more affordable.

How about considering CSR Partnerships? Embedding paid volunteering opportunities into your strategy boosts morale, social value, and engagement. There are clear benefits to the business, such as being more attractive to potential partners and customers, but it isn’t without cost.  Whenever you pay for a person to be out of the business, you’re funding time that’s essentially non-productive from a business output perspective.

Still, most employees think their employers should incorporate paid volunteering days as an employee benefit, claiming it allows them to learn new skills they can bring back to the business. There are employee benefit providers that allow employee to access even more volunteering opportunities within their local communities and is proving incredibly popular – a definite morale booster!

Post COVID flexibility in contracts is becoming the norm, which is excellent because they’re in demand. There are also measurable business benefits, such as a high increase in productivity. Offering flexible, hybrid, and remote contracts helps talent acquisition and retention, with two thirds of job seekers claiming they’d reject a role that didn’t offer flexibility. The more flexible you are as an employer, the more you support your employees in finding a healthy work-life balance, which will increase employee engagement levels.

From a sustainable business practices perspective, there are additional benefits to having a hybrid workforce including lower fuel and energy usage within the office and fewer employees driving to the office means lower emissions that you can chart against your climate or social value pledge.

In November, we attended the Bristol Property Awards at Ashton Gate Stadium, after being nominated in the Workspaces category.

We are incredibly proud to share that we have once again won the award for Best Workspace in Bristol at this year’s Bristol Property Awards!

We have been finalists in this category three times, and with two wins under our belt, there really is no doubt that we represent the very best in flexible working in Bristol.

The judges had this to say: “Always a step ahead of the game – massively growing its membership and had its best year to date. A clear sense of what they’re trying to achieve.”

Thank you to our wonderful team who work so hard to make Square Works a success, and thank you to our members who form our incredible community. We can’t wait to see what successes 2025 brings for us at Square Works!

To find out more about us and to take a tour, contact us today.

Wellbeing matters and is THE core key feature within any employee benefits package.

Wellbeing (noun) Definition: A good or satisfactory condition of existence; a state characterised by health, happiness, and prosperity.

We know that employee happiness and wellbeing are directly linked to the benefits they receive. Employees who feel valued and happy at work are more productive and effective in their roles. Additionally, organisations that provide appropriate benefits to support employee wellbeing are more likely to foster engaged and high-performing teams.

In today’s fast-paced, competitive corporate world, prioritising employee wellbeing is no longer a perk, but a necessity.

But why does employee wellbeing matter?

Employee wellbeing goes beyond physical health, it also includes mental, emotional, and financial wellness. Employers who invest in the wellbeing of their workforce not only meet their Duty of Care obligations but also create a positive workplace culture. This results in higher retention levels and enhanced productivity.

According to latest research, 82% businesses have seen their employees demanding more wellbeing benefits, with 56% of employees saying that they would leave their job if another company offered them a better benefits package.  In addition, it’s widely recognised the need for benefits packages to address unprecedented employee stress levels causing burnout, decreased engagement, and higher absenteeism, highlighting how great wellbeing and benefits are not just good for employees; they are good for business.

Tangible benefits, especially those with high (perceived) value, can significantly boost employee morale and fulfilment. There is a lot of noise now for electric vehicles supplied as an employee benefit. A brand-new car, for example, is more than just a mode of transport, it’s a symbol of appreciation, recognition and support from an employer. Car benefit schemes not only signify support and recognition to employees, elevating job satisfaction and motivation but they also host several other perks that boost workplace wellbeing and engagement levels.  One benefit of the scheme to employee wellbeing is financial peace of mind. Employees don’t need to worry about car loans, credit checks or deposits. A fixed monthly reduction from their salary covers it all- insurance, tyres, VED, servicing, and even breakdown cover.

Sustainable benefits have become vital to the wellbeing of a large proportion of employees in recent years, particularly Gen Z and Millennials.   Offering environmentally conscious benefits, like EV schemes, helps promote a sustainable culture that aligns with employee’s values. As an added benefit, it also supports corporate social responsibility (CSR) goals.

 

A new report by Creative UK has revealed the challenges faced by creative industry freelancers.

According to the study, almost two-thirds (64%) of respondents had experienced low or unfair pay in their careers, and “an overwhelming majority” said late payment of invoices had impacted their ability to meet everyday expenses such as rent and household bills.

In other findings, a fifth of freelancers said they had seen a decrease in demand for their services as a result of generative AI, and structural inequalities were highlighted too.

There was a recurring theme of “tokenism” reported by ethnic minority respondents to the survey who said their inclusion in projects felt performative rather than substantive, while the report highlighted barriers for disabled freelancers such as inaccessible application processes and limited workplace adjustments.

Caroline Norbury, chief executive of Creative UK, said:

“The Covid pandemic changed so much about all of our working lives, but this is especially true for freelancers. Many who work in this way have found opportunities to be more precarious than ever. We need to find ways to better support this vital part of the creative workforce, and to create new systems in a post-Covid world.

“This means adapting provision within both the public and private sector to ensure it is more fit for purpose, incentivising the creation of new products and services that support the freelance workforce, and in the process, unlocking the potential of an expert, committed, agile and flexible workforce. It’s vital that we get this right – for creatives, and for the wider economy.”

Among the recommendations in the report were:

Freelancers are the backbone of the creative industries, accounting for 30% of the sector’s workforce. It’s vital that they are supported.

Bristol Creative Industries freelancers

In the Bristol Creative Industries membership community, we have several hundred freelancers and many business members who employ freelancers. See them in our member directory. If you’re not already a member, you can sign up here.

Collaboration, sharing of ideas and meeting freelancer-friendly employers is a key benefit of the network. We facilitate this at our freelancer networking drinks events at The Square Club in Bristol. They are free for BCI members including a free drink or £5+VAT for non-members.

The next event is on Tuesday 10 June at 5.30pm. Sign up here.

Other freelancer networking drinks events take place in 2025 on 9 September and 11 November.

It’s the question every Business and HR leader asks. You’ve rolled out new benefits, negotiated better coverage, even launched a whole new platform. But after all the internal comms, budget cycles, and supplier meetings, how do you know it’s working?

If your first instinct is to reach for usage stats or participation rates, you’re not alone. But true success in benefits design isn’t only measured in dashboards. It shows up in how people feel, how they work, and how they talk about your company when no one’s watching.

Here’s what measuring success really looks like.

Employees are happier (and it shows)

The most successful benefits programmes don’t just boost uptake; they boost morale. When employees feel genuinely supported and valued, that sense of security and appreciation spills into how they show up at work, and how they talk about your business when they’re not at work.

You see it in how confidently people recommend your company to others. You feel it in team energy, reduced attrition, and stronger engagement. In fact, plenty of research shows that benefits are one of the biggest drivers of overall job satisfaction, right behind pay.

Happiness at work is about creating an environment where people feel like their wellbeing is genuinely supported, and where they can bring their full lives not just their job titles to the table.

There is genuine flexibility

A one-size-fits-all approach might be simple to manage, but it rarely delivers what today’s employees need. This is especially true for organisations managing larger workforces with varied cultural norms, regulatory frameworks, and expectations.

Successful programmes prioritise real flexibility: custom allowances, region-specific design, and meaningful choices that reflect employees’ personal lives and priorities.  It’s not about offering everything, but about curating something thoughtful and responsive, and allowing space for people to make it their own.

You hear stories, not just see stats

The most meaningful benefits are the ones people remember for life, not the ones they click on most.

Last week I wrote an example about how people remember getting access to fertility support that led to a baby, receiving healthcare when they needed it most, or being able to visit family because of an annual leave purchase scheme. This stuff is harder to put a number on, but infinitely more impactful.

None of these outcomes show up neatly in a usage report. But their impact? It’s enormous. Not just for the person involved, but for everyone who sees that story unfold, and quietly logs it as a reason to stay.

Storytelling isn’t fluffy. It’s one of the most powerful ways to measure emotional ROI and increasingly, it’s what leadership teams care about. If any business leader can explain the value of their benefits programme through stories, not just numbers, they’re doing something right.

Engagement over spend

Companies are investing huge amounts into employee benefits, but many struggle with low awareness and poor utilisation. This isn’t always a design problem it’s often a communication problem.

If your employees can’t name even three benefits they have access to, that’s not on them. A successful programme is one that people remember. One that shows up in their lives in relevant, timely ways. One they can talk about without needing to consult a portal or policy document.

The bottom line? Focus on impact over optics

A successful benefits strategy isn’t about chasing 80% participation rates or offering the longest list of perks. It’s about building something that matters. That makes people feel supported, empowered, and proud to work for you.

That might look like:

And stories that connect the dots between policy and real life!

The UK government’s new AI Opportunities Action Plan is designed to boost economic growth

But what does it mean for your business?

A new report published by the UK’s Department of Science, Innovation and Technology outlines 50 recommendations for the government to drive adoption of artificial intelligence (AI) across industries and boost economic growth. But what does the AI Opportunities Action Plan mean for marketers and the wider B2B industry?

Led by Matt Clifford CBE, Chair of the Advanced Research and Invention Agency (ARIA), the plan promotes three key goals for the government:

  1. Invest in the foundations of AI
  2. Push hard on cross-economy AI adoption
  3. Position the UK to be an AI maker, not an AI taker

The government’s response included promises to accelerate AI research and infrastructure development, promote AI Growth Zones to speed up planning, and public sector pilot schemes to help workers ‘spend less time doing admin and more time delivering the services working people rely on.’

And in the private sector, £14 billion and 13,250 jobs have been committed by leading tech firms following the AI Action Plan.

Finally, there are plans to develop and maintain ‘homegrown’ AI technologies, ensuring the UK economy benefits directly from the rapid adoption of these solutions.

“The UK Government’s AI Opportunities Action Plan will play an important role in helping the UK to unlock the full potential of AI and in doing so, boost productivity, enhance economic growth and improve public services. At AWS, we’ve seen first-hand the benefits that digital technologies like AI can bring.”

– Alison Kay, VP U.K. and Ireland at Amazon Web Services

According to the Department of Science, Innovation and Technology, these plans could boost productivity by as much as 1.5% per year. If fully realised, these gains could be worth up to an average £47bn to the UK each year over the course of a decade.

But what does this mean for UK businesses? And what opportunities should marketing teams look out for?

Embedding AI in your business – opportunities and risks

The AI Opportunities Action Plan effectively gives businesses the go-ahead to grab opportunities with both hands, embedding AI tools and investing in upskilling. If AI is to become the catalyst for the UK’s economic growth, there’s no better time to start adopting the latest technologies. The outlook is optimistic, but we always advise a cautious approach. It’s important to assess your readiness carefully before jumping on the bandwagon.

So what are the opportunities and risks of building AI into your strategy?

Boost operational efficiencies

There’s no doubt AI can support businesses to streamline processes and make smarter decisions. From automating repetitive tasks to optimising supply chains, AI reduces manual effort and streamlines workflows. For instance, customer service chatbots can handle thousands of queries simultaneously, while machine-learning algorithms improve inventory management by predicting demand with remarkable accuracy. These efficiencies save time and costs, while allow businesses to focus on other strategic priorities.

But implementing AI tools requires skill and understanding, and employees are often sceptical – or even fearful – so it’s important to ensure communication and training is prioritised.

Drive growth and performance

Across many industries, AI is already driving considerable growth. AI-powered analytics provide businesses with insights that were previously unattainable, helping them understand customer behaviour, market trends, and operational bottlenecks. Companies can use AI to develop innovative products and identify new revenue streams.

However, growth through AI isn’t automatic. It demands significant ongoing investment in talent and infrastructure, and a continuous improvement approach to keep up with technological advancements. This means managing expectations and setting a realistic timeline.

Beware the environmental impact of AI

AI technologies rely heavily on data processing, which demands significant computational power and energy. The environmental cost of training AI models, including its carbon footprint, electricity use and water consumption, cannot be overlooked. Training large-scale models like GPT or image recognition systems often consumes vast amounts of electricity, equivalent to running entire power plants.

Organisations must consider the impact of their AI initiatives, particularly when it comes to sustainability reporting. It’s also worth investigating tools with a lower carbon footprint and embracing ‘green AI’ solutions as they emerge.

Consider governance and ethics

As we embrace AI, we must be increasingly rigorous with our governance and ensure an ethical approach that fosters trust and reduces the risk of reputational damage. Companies should establish ethical guidelines and governance frameworks to oversee AI development and deployment. It’s crucial to ensure they’re using these technologies responsibly, and concerns around bias in algorithms, data privacy, and accountability must be addressed.

All adopters will need to battle scepticism, so building and maintaining trust with stakeholders and customers will be key. Watertight branding and communications will therefore be more important than ever.

AI-powered martech for B2B businesses

When we talk about AI solutions for marketers, we don’t just mean Generative AI models like ChatGPT and image tools. Marketing teams are building numerous AI tools into their tech stacks and new ones are popping up all the time. Here are some use cases we’re currently exploring:

AI-driven audience targeting and ABM strategy

AI tools can make audience profiling and targeting simple and straightforward. Building these tools into your account-based marketing process is a great way to gain efficiencies and cut down labour so you can spend more time crafting your messaging and optimising your content.

Market research and industry trends

AI tools are a great way to save time on market research. In the time it takes you to do a quick Google search, tools like Waldo can download reams of industry-specific intel – plus it can analyse it all for you and deliver a report straight to your inbox. It can also highlight key trends in your industry to help you narrow your focus and stay competitive.

Website personalisation and optimisation

AI-powered personalisation tools help you tailor digital content to your specific audience, as well as A/B testing to ensure your messaging, images, and UX design is optimised to convert.

Ready to streamline your marketing strategy? We can help you make informed decisions and choose the right tools to maximise ROI.

Get in touch today: marketing@proctorsgroup.com

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