In the 12 months ending June 2009, Gen Xers received 15% fewer health insurance marketing direct mail pieces than Boomers. Gen Y saw even fewer offers: 25% less than their parents’ generation. For life insurance, the younger generations are equally ignored: Gen X and Gen Y got 18% and 23% fewer mailings, respectively, than Baby Boomers did in the past year.
“Health and life insurers seem to favor marketing to older adults, but in doing so they’re missing vast market opportunities. All generations can benefit from health and life insurance coverage, so age shouldn’t dictate insurers’ direct marketing strategy,” states Daniel Hayes, vice president of insurance services at Mintel Comperemedia.
Recent consumer data from Mintel shows Generation X is very interested in health and life insurance, despite getting less direct mail. Gen Xers are less likely than average to say they own non-employer based life or health insurance, but they’re more likely to say they’ll purchase these products in the near future (17% more likely for health insurance, 23% for life insurance).
Furthermore, 63% of Gen X adults told Mintel “it is important to be well-insured when it comes to life insurance”, versus just 58% of the general population agreeing with that same statement.
“Generation X is under-served and over-interested in life and health insurance, making them the perfect target market,” commented Hayes. “Because Gen Xers are concerned about providing for both young children and aging parents, adequate insurance coverage is extremely important. They want to keep themselves and their dependants healthy, but they also need to know their families will be provided for if they aren’t around.”
Mintel says Gen Xers are 72% more likely than the average American to say they’re currently saving for a child’s education. But at the same time, they’re preparing to support their parents: 53% of Gen Xers say they expect to be the primary caregiver for a parent or other relative.