With people living longer, and the gap between generations widening, no longer is it acceptable to use a one-size-fits-all approach to marketing.
Different Generations Buying Insurance 

Approaches need to be tailored, rather than leaning on mass marketing mail outs.

In this article we take a look at three generations: the Silent Generation, Baby Boomers and Millennials, and how to create communications which resonate with them.

The Silent Generation

The Silent Generation refers to people born between 1925 and 1945. This generation is less inclined towards technology than others, and inclined to respond more effectively to face-to-face meetings. They also value hard copies of information. You should take the time to clearly communicate your products and explain the nuances of the services or products you offer.

The Baby Boomer

Baby Boomers are the second largest age group, and this term generally applies to those over 50. They value customer service above all else, and this can be achieved through one-to-one meetings, telephone calls or online live chats.

It is wrong to assume that Boomers are scared of technology, as many like to seek answers to questions of their own accord. A user-friendly website with informative sources about your products can form an important part of marketing them, as Boomers rely heavily on the internet when making decisions. Your website should be easy for them to purchase through, with clear calls to action directing them to buy now.


The largest generation today, by 2025 it is estimated that Millennials will account for 75% of the global market1. Generally Millennials are less likely to take risks and less likely to spend money than other generations. When they do choose to purchase, they tend to pick ethical companies with strong social stances2.

Millennials are harder to market insurance to, as without mortgages or families; they are less likely to opt for home or life insurance and more likely to be focussed on paying off student debt. While they tend to splash out on travel, when they do a third of young people do not take out travel insurance.3

One way to market to this group is through positive reviews, as 80% never buy anything without checking reviews first. They are also more likely to purchase online than any other generation4. Millennials are also open to recommendations from family and often opt for the same insurer that their parents use, so building loyalty with previous generations can have knock-on effects.

Generational marketing is important, but don’t generalise.

The trends above are just trends, and you cannot assume your customers buying habits based on their age. Everything from net-worth to marital status to life experience can affect how people respond to marketing and what they choose to purchase. Quality messaging, which forges a clear connection with your customers teamed with winning customer service will make all the difference regardless of generation.

To find out more, please get in touch with your usual Gallagher representative.


  • https://www.v12data.com/blog/insurance-generations-marketing-boomers-and-millennials/
  • https://www.forbes.com/sites/sarahlandrum/2017/03/17/millennials-driving-brands-to-practice-socially-responsible-marketing/#4b17f5e14990
  • https://www.theguardian.com/world/2016/mar/18/a-hard-sell-the-industries-that-cant-get-millennials-buying
  • https://www.independent.co.uk/news/business/millennial-online-review-products-research-internet-trusted-recommendations-a8245781.html