Corporate Health Promotion Programs: Future Directions, Developments and Challenges

Technological and demographic transformations are changing the nature of work in our society. As these changes occur the broad-based model of Corporate Health Promotion Initiatives described above will evolve and continue to develop. If current trends continue, the workers of tomorrow will be older, more racially and ethically diverse, increasingly female, and will often be located off-site. In the later case, technological advances are making it possible for more and more consultants to conduct their work from their homes. Thus the very character of the worksite will change and so must our efforts to deliver Corporate Health Promotion Programs. As an example, in the future it is likely that a great deal of health education programming will be delivered through personalized interactive multimedia formats, conveniently supplied to any number of staff members through telecommunication systems.

As technological innovations increase in the worksite, Corporate Health Promotion Initiative consultants will face new health related challenges. In the past, some have assumed that technology would make workers more efficient, thereby allowing staff members to work less, while being more productive. In reality, increases in technological innovation have simply allowed more of us to take our work with us where ever we go and feel guilty for not being increasingly productive.

This trend may absorb greater amounts of leisure time that is normally devoted to relaxation and recreation. Subsequent increases in stress and fatigue will ensure the continued need for effective Corporate Health Promotion Programs.

When considering the scope of Corporate Health Promotion Initiatives described in this article, many will think of substantial investments made by large corporations. The reality is that 60 percent of individuals working in the United States work for a employer of less than 100 staff members (U. S. Bureau of Census, 1988). Due to economy of scale, it has been difficult and expensive for small employer owners to supply adequate medical insurance and prevention programming for workers.

Corporate Health Promotion Initiative consultants must understand this challenge and develop the way to overcome these obstacles. The proof is clear that much more could be done to advance the health of our society through the worksite. As change agents, health educators must work to empower corporations and staff members through education of the benefits of Corporate Health Promotion Programs.