Exploring Emerging Trends in Insurance

How does the European Gen Z buy insurance?

Discover how Generation Z in Europe is reshaping the insurance landscape. Generational cohorts are diverse, and people’s attitude cannot be explained by their date of birth as a generational consequence (see the research by prof. Martin Schröder, 2023¹). Therefore, our research examines how insurers can better understand the ways how younger individuals approach insurance, influenced by current trends, location, and their economic situation. Our report covers nine European countries with an in-depth exploration of the Netherlands. Through focus groups and online surveys of 23-55 years-olds, our research provides insights into the unique insurance behaviour of this emerging demographic, helping insurance companies tailor strategies to meet their needs. 

Key insights from the Netherlands:

• Gen Z prioritises future planning more than their parents
• Family, friends, and digital channels are important information sources
• Travel and life insurance are top considerations for Gen Z
  
• Insurance offers Gen Z a sense of control and responsibility
• Sustainability is a top criterion for life insurance

Interested? Download the full report here.

^{1 Martin Schröder, 2023, Work Motivation is Not Generational but Depends on Age and Period, Journal of Business and Psychology}