Hyundai Auto Canada is a recognized leader in the automotive industry, known for its innovation, customer focus, and dedication to employee well-being. As part of its broader effort to build a healthy and inclusive workplace, the company launched Bloom, an onsite mental health initiative designed to make care more accessible while reducing stigma and supporting employee wellness.
Bloom Onsite Mental Health Program
In May 2024, Hyundai Canada introduced Bloom in partnership with Gray Matter Health, a women-owned wellness provider. The program began as a three-month pilot aimed at providing accessible, confidential counseling services to employees during work hours. The goal was to reduce stigma around mental health, improve access to professional support, and foster a culture of openness and care.
The initiative offered both onsite and virtual sessions, allowing employees to receive support in a way that worked best for them. The pilot phase served as a way to assess demand, collect feedback, and guide future improvements.
Responsive design, visible leadership
Hyundai Canada’s long-standing commitment to mental wellness laid the foundation for Bloom. Recognized as a Great Place to Work for Mental Wellness in 2022, 2023, and 2024, the company has steadily expanded mental health benefits, increasing coverage from $500 in 2020 to $2,500 in 2023.
In early 2024, following the unexpected passing of a team member, the company provided onsite grief counseling. The positive feedback, combined with insights from a Diversio inclusion survey showing that nearly 25 percent of employees reported a mental health or wellness concern, led to the creation of Bloom. Employees identified time and access as major barriers to care, and Bloom was created to meet those needs head-on.
The program launched during Mental Health Awareness Month with an in-person introduction from Gray Matter Health founder, Marci Gray. Attendance by Hyundai’s executive team reinforced organizational support and helped normalize conversations around mental wellness.
Program features and environment
At the center of the program is the Soom Room (named after the Korean word for “breathing”) — a private, inviting therapy lounge created by transforming a former storage space into a calming environment with couches, greenery, and soft lighting. Counseling is offered two days each month with six appointment slots per day. Sessions are booked directly and confidentially through Gray Matter Health and are fully covered by Hyundai’s employee benefits.
Support is available for a range of concerns including stress, burnout, grief, anxiety, work-life balance, parenting, and career development. With both in-person and virtual options, Bloom offers flexibility to support the diverse needs of Hyundai and Genesis employees across roles and locations.
Impact and results
During the three-month pilot, Bloom achieved a 97 percent booking rate and was extended for another six months due to high demand. While participation dipped slightly during summer months, usage climbed again between September and December.
Employee feedback has been overwhelmingly positive. A follow-up survey in November 2024 led to enhancements such as more diverse therapist options and greater privacy for room access. Team members consistently expressed appreciation for both the accessibility of the program and the company’s tangible investment in mental health.
A workplace culture of care
By launching Bloom, Hyundai Canada has strengthened its culture of inclusion and care. The initiative has contributed to improved employee engagement, stronger mental wellness, and higher talent retention. Most importantly, it created a tangible experience of care that employees could see, feel, and access directly within their workday.
