Gen Z isn’t avoiding insurance — they’re avoiding irrelevant communication. For insurance producers, the challenge isn’t getting louder. It’s showing up in the right places, with the right tone, at the right time.
This generation lives online, but not in the same digital spaces as their predecessors. They move fluidly between LinkedIn, Instagram, TikTok, YouTube, and their inbox — each channel serving a different purpose. Producers who understand how Gen Z uses each platform are far more likely to earn attention and trust.
Start with LinkedIn, but lead with value.
Gen Z is entering the workforce earlier and more intentionally than many realize. They use LinkedIn to learn, not just to job hunt. For producers, this is an opportunity to position yourself as a guide, not a transactional salesperson. Share short posts that explain real-world insurance scenarios, emerging risks, benefits basics, or financial literacy tips. Use plain language. Avoid jargon. Thoughtful commentary and educational content build credibility long before a quote is ever requested.
Use email strategically, not constantly.
Email still matters, but Gen Z views it as a formal channel. That means it’s best used for confirmations, renewals, policy summaries, or deeper educational content. Fewer emails, sent with intention, outperform frequent generic messages. Clean design, clear subject lines, and personalization based on life stage or coverage needs go a long way. If every email delivers clarity, they’ll keep opening them.
Meet them on social without sounding like an ad.
On platforms like Instagram, TikTok, and YouTube, Gen Z expects content to feel native, visual, and human. Short videos explaining “insurance/risk management things no one tells you,” quick myth-busting clips, or behind-the-scenes looks at how coverage actually helps people are far more effective than polished promotions. The goal isn’t virality; it’s familiarity. Consistency builds trust.
Connect the dots across channels.
Gen Z doesn’t move in straight lines. They might discover you on LinkedIn, follow you on Instagram, and later respond to an email when the timing is right. Your messaging should feel consistent across platforms, reinforcing the same values and voice. Each touchpoint should make it easier — not harder — to understand what you offer and why it matters.
Invite conversation, not just clicks.
This generation wants to be heard. Ask questions. Encourage comments. Respond to DMs. Show that you’re listening, not just broadcasting. Engagement builds confidence, and confidence drives decisions.
Bottom line, reaching Gen Z isn’t about chasing trends. It’s about meeting them where they already are with clarity, relevance, and a human approach. When your message feels helpful instead of promotional, connection follows. And trust isn’t far behind.