What my Gen Z daughter can teach us about engaging young buyers

Younger people are often badged with some unfair stereotypes when it comes to protection – “they’re not interested”, “they don’t care”, “they won’t engage”. But in reality, the data suggests the opposite.

Gen Z and Millennials do see the value and they’re actually more open to protection than many older adults. The Association of Mortgage Intermediaries’(AMI) 2024 Protection Viewpoint study found that more young people believe income protection is important compared to older generations (70% of Millennials vs 48% of Gen X).

Maybe it’s time to flip the coin and view it from their perspective; to question the way the industry tries to talk to them, sell to them, and deliver value.

I’ve got two teenage daughters. My eldest just turned 18. She never answers the phone – ever. If a number pops up that she doesn’t recognise, it goes straight to voicemail (which she also never checks).

Yet she’ll happily hand her data to a brand she trusts if it makes her life easier. She ordered her mum’s birthday present on the same day and just assumed it would turn up that afternoon, and it did. That’s her world: instant, simple, seamless.

When we try to engage young people with protection using “traditional” methods, we shouldn’t be surprised when it doesn’t land. Phone calls, long forms, jargon, paperwork, “let’s book in a chat for next Thursday”… It’s like speaking a totally different language.

The reality is that young people live in a world that’s personalised, intuitive, fast and flexible. Protection needs to follow suit, and we should be asking three fundamental questions.

HOW DO WE RETHINK THE VALUE WE OFFER?

Young people want products that fit their busy, changing lives – not just payouts, but support. This is where the importance of added value benefits that sit alongside many protection products today really come into play – 24/7 virtual GP service, mental health support, physiotherapy; it’s key we also make these front and centre in conversations.

AMI’s study also found that if their mortgage adviser demonstrated the value of protection better, it would prompt more younger people (40% of Gen Z and 31% of Millennials) without protection to consider it. They want options that evolve with them, not lock them in.

We need more flexibility, more product choice, and more blending of savings, protection and wellbeing. And we need to tier it; something for everyone, not just those with bigger incomes.

HOW DO WE SHOW UP IN THEIR WORLD?

What’s key is that we meet them where they are. As a digital-first generation, the journey needs to be frictionless and simple. If the process involves printing something out or requires more than three clicks, we’ve already lost them.

Having a presence on social media platforms to share information through short video explainers or TikTok-style content may be more impactful than relying on lengthy PDFs.

We also need to speak their language. Replace jargon with everyday words and phrases, combined with using relatable scenarios and real-life examples. For example, replace “critical illness cover” with “protection if you get seriously ill”, or connect protection to things they care about: keeping their home, protecting their pets, maintaining their lifestyle.

HOW DO WE KEEP THE HUMAN TOUCH AND DEMONSTRATE VALUE?

Young people don’t want endless phone calls. But they do want guidance and reassurance. They want advice when it matters and a human who shows up at the right moment. Being available on their terms is key – through chat, video calls, or quick consultations.

When I watch how my 18-year-old moves through the world, she’s seeking speed and digital access. She’s selective, convenience-driven, brand-aware.

We don’t need to convince young people that protection matters. We just need to deliver it in a way that makes sense for them. The opportunity is enormous; we just need to meet them on their terms.