Webinar: 2024 Insurance Marketing Trends

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The 2024 P&C Insurance Marketing Trends webinar gives an in-depth discussion of each trend. Kendall Gadie, Comperemedia’s Associate Director, explores how P&C insurance brands will reestablish their trust among consumers, engage with younger customers, and deploy more digital marketing in the year ahead and beyond.

Winning Back Trust
Industry headwinds such as severe catastrophes, social inflation, and elevated loss ratios have impelled many carriers to raise rates, exit markets, and tighten their underwriting standards, leading to customers feeling underappreciated and likely overlooked. As such, brands will be working hard to build consumer trust by providing more personalized products and services, offering rewards and perks, and speaking to their brand promises in order to maintain positive reputations.

The ABCs of GenY&Z
Millennials and GenZer now represent a sizable addressable market in the insurance industry, and while the cohort represents a diverse range of life stages, they share many similar values, especially among older GenZers and younger Millennials. Reaching this group effectively will require new strategies that take into account generational differences, from spending behaviors and financial anxieties to outlooks on new tech, sustainability, and family. Insurers will be looking to build out these strategies even more in the coming years, deploying channel and messaging blueprints that speak to the unique values of this young cohort.

Let’s Get Digital
As insurers grapple with both elevated levels of consumer shopping and profit concerns, they have turned their attention towards digital channels in a bid to attract new prospects while not breaking the bank. As technologies such as generative AI allow for more sophisticated consumer targeting, expect brands to deploy a truly omnichannel approach to their marketing going forward, leveraging multiple avenues to engage with customers accustomed to digesting content across various channels.

These trends are the result of in-depth research and conversation among Comperemedia’s analysts to gain a comprehensive perspective on the momentum and forecast of the industry in the coming year.

Each is also supported by Mintel’s library of consumer research, global insights from Mintel Trends, and the expansive marketing activity monitored by Comperemedia.