The future of workplace wellbeing: Bupa Global’s Dean Pollard shares insights

As workplace wellbeing evolves beyond traditional benefits, businesses are embracing holistic health initiatives to drive employee satisfaction and productivity.

With digital health solutions, flexible working arrangements, and expanded mental health support becoming essential, how can companies maximise their return on wellbeing investment (ROWI)? Bupa Global‘s GM for the Middle East and Asia Dean Pollard weighs in on the key trends shaping the future of workplace wellness in the UAE and beyond.

How have workplace wellbeing initiatives evolved in recent years, and what major trends do you foresee shaping wellbeing programmes in 2025 and beyond?

Wellbeing initiatives in the workplace have shifted immensely in recent years, moving from traditional benefits focused on physical health to holistic programmes that address mental, emotional, and social wellbeing.

This shift reflects an evolved understanding of the impact of employee health on company success. Key changes include the personalisation of wellness initiatives to cater to individual employee needs, as well as the integration of mental health support services such as therapy and stress management programmes.

Additionally, the adoption of flexible working arrangements to promote work-life balance has been significant.

The UAE’s recent introduction of mandatory basic health insurance for all private sector employees across the country, which came into effect in January, is crucial in the evolution of wellbeing programmes.

While employers in Abu Dhabi and Dubai already fulfil this mandate, the newly announced measure will extend the requirement to the remaining five emirates.

In the UAE, a government-driven shift to digitisation and digital health solutions, including telemedicine, virtual consultation services and online support groups, has become widespread, making mental health more accessible. In the coming years, wellbeing programmes will become even more digitalised and preventative.

Digital health solutions, such as wellness apps and telemedicine, will provide employees with convenient, real-time access to health resources. Similarly, preventive health measures will gain prominence, encouraging employers to adopt regular health screenings. These adaptations meet employee needs as 88 per cent of employees seek more frequent health screenings and access to digital wellbeing tools.

Moreover, employers are continuing to place diversity and inclusion high on their list of priorities when considering wellbeing initiatives in order to attract and retain the best talent.

Based on Bupa Global’s recent survey, what key trends should businesses focus on to maximise their return on wellbeing investment (ROWI)?

Our recent survey underscores the importance of adopting a holistic approach to workplace wellbeing to maximise the ROWI. Businesses must prioritise comprehensive programmes that address physical, mental, and emotional health; as our survey results highlight, four in five (85 per cent) of UAE employees expressed a strong desire for improved mental health resources – a clear indication that holistic health, including mental wellbeing, has become a priority.

Companies that offer initiatives such as stress management workshops and mental health resources have reported tangible benefits, as seen by 94 per cent of UAE companies who reported that wellbeing programmes positively impact employee performance and productivity. Furthermore, flexible working arrangements have emerged as a critical factor in improving ROWI, with 85 per cent of employees sharing that they seek out these policies as part of their wellbeing packages.

Another trend is the expansion of health benefits, with a large majority (89 per cent) of employees prioritising expanded insurance benefits, reflecting a demand for greater security and access to care.

Our survey also revealed that employees are increasingly advocating for more wellbeing tools, with 88 per cent seeking more frequent health screenings. Similarly, investing in mental health resources remains paramount, as it addresses a crucial aspect of employee wellbeing and contributes to a more resilient and motivated workforce. Organisations that adapt their offerings in line with employee needs are more likely to attract and retain top talent that contributes to business success.

Can you elaborate on the tangible benefits companies have observed, such as improved productivity and engagement, as highlighted in the survey findings?

Businesses are increasingly recognising the direct correlation between wellbeing and performance, with wellbeing initiatives emerging as indispensable components of organisational strategy. Employees are no longer viewing these initiatives as perks but rather as essential components of their overall job satisfaction and health.

Companies that prioritise employee wellbeing have reported notable improvements in productivity, with employees demonstrating higher focus and efficiency. More than half (53 per cent) of the senior leaders surveyed reported significant improvements in productivity after adopting wellbeing initiatives. These gains are often attributed to reduced stress levels and improved overall health, allowing individuals to perform at their best. Enhanced engagement is another critical outcome, as nearly half (49 per cent) of employers observed the highest level of employee engagement, demonstrating that employees who feel their wellbeing is being prioritised are more likely to remain committed and motivated. This heightened engagement fosters a positive workplace culture, which in turn drives collaboration and innovation.

Our survey findings also highlight reductions in absenteeism as a key benefit, with 36 per cent of senior leaders reporting a decrease. By proactively addressing both physical and mental health, employers can anticipate fewer instances of sick leave This proactive approach also extends to employee retention, as 29 per cent of organisations who offer wellbeing programmes reported lower turnover rates, driven by employees feeling valued and supported.

What practical steps can companies in the UAE take to implement effective wellbeing initiatives and ensure they see measurable results?

To implement effective wellbeing initiatives, companies in the UAE should assess the specific needs of their employees to ensure that initiatives are both relevant and tailored to the workforce. Comprehensive programmes addressing physical health, mental wellbeing, and a work-life balance should then be designed, incorporating services such as fitness programmes, access to mental health support, flexible working arrangements and digital health solutions to improve accessibility and engagement.

Companies should also look to build a supportive workplace culture, where employers endorse and participate in these initiatives and encourage employees to prioritise their health. Monitoring and evaluating the impact of these programmes is essential, and businesses should track key metrics such as employee satisfaction, participation rates, and productivity to make data-driven improvements.

The UAE’s recent introduction of mandatory basic health insurance for all private sector employees across the country will not only ensure measurable results but present an opportunity for companies to build on this regulatory change.

Our research shows that 93 per cent of employees prioritise wellbeing initiatives as part of their job search; therefore by providing supplemental health benefits and wellness programmes, businesses can differentiate themselves as employers of choice.

Looking ahead, it is gratifying to see that the commitment to wellbeing is clear, as nearly nine in ten employers (88 per cent) plan to increase their investment in wellbeing programmes over the next year.

Notably, more than one in five (22 per cent) organisations anticipate raising their wellbeing budgets by over 15 per cent. These steps are necessary for companies to effectively implement wellbeing initiatives that lead to a Return on Wellbeing Investment (ROWI) and ensure measurable results.

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