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The importance of wellbeing in the B2B environment | B2B Marketing

Wellbeing programmes can play a major part in helping the UK close the productivity gap and also provides the B2B market with a great opportunity, states Carly Gibbs, events manager at 

Chiswick Park Enjoy-Work

Wellbeing is a term that many organisations are starting to hear more often and it is one that cannot be ignored especially in today’s modern world. The working environment has changed significantly over last decade thanks to major advances in technology, improving economic conditions and innovative office design. Employers are now also becoming increasingly conscious of the impact that physical and mental health issues have on business performance.

In a recent Business Barometer survey conducted by Close Brothers Asset Management which surveyed 850 UK employers, it was revealed that almost half (48 per cent) of UK employer respondents do not have an employee wellbeing strategy in place and that less than a quarter (23 per cent) of respondents that do have a staff wellbeing strategy in place have specifically considered addressing financial wellbeing within this.

These results suggest that there are still some organisations who are not taking the issue on board and run the risk of falling behind and may not be offering employees the best possible environment in which they can thrive.

Wellbeing programmes can also play a major part in helping the UK close the productivity gap and also provides the B2B market with a great opportunity. If employees within a professional services environment enjoy work, they do better work which is obviously beneficial to both staff and organisation.

Wellbeing is not solely focused on financial remuneration and businesses should think about how they can engage their staff in activities such as cultural gatherings, social and team building events, health and sports clubs. This offers employees opportunities to connect with others which can help in the long term to make them feel valued and motivated to do their best at work. 

Companies are starting to take action and implementing activities for employees to look forward to, a good example of this is Deloitte’s Ride Across Britain, which sees 80-100 staff and around 80 clients cycle from Land’s End to John O’Groats in nine days, with 93 per cent of riders saying it rates as one of the best experiences of their lives.

Deloitte Ride Across Britain 2015 | BASECAMP Life

Recent studies by the likes of the University of Warwick and Bupa have also statistically proven the benefits of staff wellbeing to productivity and retention levels. By focusing on wellbeing not only are companies boosting productivity levels they are saving on sickness absence and increasing their own value. Keeping a workforce healthy and productive are two key aims for any business, and this is significantly true within in a B2B environment.

Companies that regularly assess their wellbeing strategy often have a better chance of being aligned with employees and can invest in programmes and initiatives that really work and meet the needs of the workforce.

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