A confluence of stagflation and rapidly changing employment trends is fundamentally reshaping US consumers’ views on life insurance and its relative affordability. Insurers’ reliance on traditional products and marketing tactics is a ticking clock that could cost them policyholders and growth.

Key Question: How can life insurers sync up with consumers to offer them products that address their changing wants and needs amid rising economic pressures?

Key Stat: Sixty percent of US 30- to 44-year-olds and 59% of 18- to 29-year-olds want life insurance they can easily adjust online as their life circumstances change, per a February 2025 YouGov survey. To meet this demand, life insurers will need to think beyond traditionally static products.

This report can help you:

• Develop product strategy, showcase opportunities to customers, and develop go-to-market strategy (life insurers)
• Develop media strategy (life insurers, agencies)