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Selling Online to Generation Y

Baby Boomers, and more recently Generation X, have provided a fertile playing field for insurance marketers looking to sell insurance. But what about the illusive and invincible Generation Y? Who are the members of this younger generation . where are they . and how can we, as insurance marketers, effectively reach them online?

By Kevin McKenna

To define Generation Y, it's helpful to examine some of the common misconceptions. Many believe that Generation Y is Generation X - only "supersized." The myth is that the Generation Y is more rebellious, more brand hostile, more cynical and less caring. Available data about this market, however, doesn't reflect these beliefs at all; rather members of Generation Y tend to be characterized as "good kids" with little or no generation gap, and are both community and family oriented.

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