Marketing in the Age of the Digital Native
Consumers of today, Millennials and the generations that follow, are digital natives. They expect everything online and beyond that it must be simple, convenient and comprehensive. And from my current role I can confirm that Life insurance is no exception. In an article published by Accenture, they talk about one of the last remaining areas of opportunity which insurance firms are just starting to address. "Today, only 44 percent of the middle market, which includes over 52 million U.S. households, owns life insurance. This leaves a $12 trillion gap in protection for U.S. middle market consumers... Changing consumer behavior and advances in digitization make a profitable middle market customer strategy possible. " ( https://www.accenture.com/us-en/insight-life-insurance-middle-market-opportunity ) So, this led me to look at what does it mean to attract the "Middle Market" and who are they? These are the first generation of Digital Natives and how