Don’t get trapped by stereotypes. Learn how to sell to clients from multiple generations.
“Gen-Z is self-righteous.” “Boomers are self-interested.” “Millennials are lazy.” It’s easy to make assumptions about people from other age groups. But when clients feel labelled or misunderstood, they’ll be less trusting or inclined to work with you. To help independent agents and brokers better communicate with clients and prospects from different generations, Chubb has partnered with experts like Dr. Megan Gerhardt (Professor and Generational Consultant) and Dr. Dan Docherty (President of Braintrust, Leadership Professor/Speaker).
Together, we’ve produced a cutting-edge report called “Selling Across Generations.” Harnessing neuroscientific insights and quantitative data, the report deconstructs ageist myths, uncovers unexpected truths, and explores how to connect more authentically with clients. No matter who they are.
of Gen-Z want their agent or broker to tell them what decisions to make.
While just 29% of the Silent Generation want the same.
of Millennials want to see how agents' or brokers’ services match their goals.
This number drops to 40% for Gen-X.
of Boomers would like their agent or broker to define their goals and challenges.
Nearly half (44%) of Gen-Z would like them to do this.
To gauge perceptions of how different generations search for information about insurance, Chubb commissioned the first-of-its-kind study of affluent and high-net worth consumers from five generations: Gen Z, Millennials, Gen X, Baby Boomers and the Silent Generation.
Four practices to foster strong relationships across generations
Use these practices when you're next in a client meeting and see the difference it makes.
Challenge any preconceived notions and biases to better understand your clients' needs. To do this, consider the conclusions you might jump to and cultivate curiosity about the specific perspectives they have.
Reframe your thinking to take into account generational differences. Get to know different groups’ reference points and how that affects what they expect from agents or brokers. For example, younger generations have grown up with information overload, and might expect an agent to condense and simplify policies for them.
Reinforce your personal connection with clients by generating a greater sense of psychological safety. Also, establish professional credibility by showing clients they can trust you through your actions. For younger generations, sociability and approachability can be valuable—while demonstrating reliability appeals to all generations.
Ensure every situation is a win-win—rather than a zerosum game—through collaboration and two-way sharing. This can be enhanced by co-creating mutually beneficial solutions, so that everyone is working toward the same outcomes throughout the process.
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With bespoke coverages and international capabilities, plus tools and technologies to help you connect with and service successful clients, we provide the tools you need to offer the gold standard in protection.