To bring our recent ‘In Focus‘ series to a close, Justin Taurog, CEO at VitalityLife, explores how changing life milestones are reshaping protection conversations. Drawing on recent research, he examines why younger generations are engaging differently and how the industry can better meet their evolving needs.
The fading role of traditional triggers
For many years, protection conversations have followed a predictable pattern, with homeownership, marriage and parenthood acting as natural prompts for advice and engagement.
Today, those prompts are shifting, as younger generations follow more varied and less linear paths through work, housing and family life. As a result, the moments that traditionally prompted protection conversations are no longer aligned in the same way.
For the industry, this means moving beyond a reliance on these milestones and developing new ways to engage earlier. Otherwise, conversations risk happening too late, leaving gaps in financial resilience when it matters most.
Engagement is already happening
It would be easy to assume that this shift reflects a lack of interest in protection among younger consumers, however the data suggests something much more nuanced.
According to recent Vitality research, nearly half (49%) of Gen Z (18-29) already hold some form of protection product. In addition to those who already hold a policy, the research shines a light on the fact that many in this younger generation are also actively engaging with the category and exploring the options available to them. In fact, one in three (33%) have researched protection products, whilst over a quarter (27%) have compared different types of cover.
Although they may not be hitting life milestones at the same time or in the same way as previous generations, Gen Z do recognise life events such as having a child, buying a property, or a desire for greater financial security as future triggers when protection may become relevant. Only 7% of those who do not hold a protection product say nothing would prompt them to consider taking out protection in the future, compared with 44% across all age categories.
The challenge is not a lack of interest, but understanding how and when that interest is expressed, and how to engage at that point.
Closing the understanding gap
There is clear evidence that Gen Z understand the importance of protection, so why does a disconnect remain?
A key factor is understanding. Around 38% of Gen Z say they do not fully understand the differences between protection products, pointing to a continued need for clearer, more accessible education.
Timing also plays a key role. Many still associate protection with later life, with over a third (37%) believing it is not necessary for those under 35. Alongside this, affordability remains a barrier, with only 27% saying they feel financially secure enough to prioritise it today.
Taken together, this suggests that while younger consumers recognise the value of protection in principle, it does not always feel relevant to their lives right now. Bridging this gap between awareness and personal relevance is critical.
Where they seek information is also evolving. Social media is increasingly shaping financial understanding, with data showing that 40% of Gen Z homeowners would use these platforms for advice on finance and mortgages.** This underlines the opportunity to meet younger audiences in the channels they already use and trust, and ensuring that guidance is clear, consistent and easy to engage with.
Making protection more tangible
Protection has historically been framed as a long-term safety net, often perceived as something that pays out in the distant future. While that remains fundamental, younger consumers are increasingly looking for clearer, more immediate value.
Approaches that support ongoing engagement can help here. Linking protection to everyday behaviours can create more regular touchpoints and make value more visible over time. These products are all intrinsically linked with health, but better connecting protection to health, wellbeing and supporting positive habits can also make the proposition feel more tangible and relevant to today.
Looking ahead
Engaging younger generations in protection has long been a conversation the industry has been having. To meet young people where they are, this means starting early, grounding conversations in real-life scenarios, and being present in the channels where they already form their views.
Far from disengaging, younger consumers increasingly recognise the importance of resilience, but are approaching long-term planning along less linear paths, with traditional milestones no longer the primary trigger.
The opportunity for the industry is to reflect this shift, embedding protection into everyday conversations and demonstrating value more consistently over time. It is also about highlighting how protection can improve people’s health and reduce the likelihood of having a serious illness – as well as speed up recovery in the event of one. While the milestones may be evolving, the need for protection remains constant.
