Listen and learn: Protection must change how it communicates

'Maybe it's time we start to make fewer assumptions'

clock • 4 min read

When it comes to protection, it is clear that consumers do not think what we think they do, say Alan Lakey and Kevin Carr

A famous marketer once said: "Low prices are the last refuge of the marketer with nothing left to say." Another quote from the same expert read: "Perhaps the reason price is all your customers care about is because you haven't given them anything else to care about." Yet in protection, it's not that we've nothing to say – we've tonnes to say – we just choose as an industry not to tell anyone – and focus on price anyway. Recent research from the CIExpert Critical Thinking report, which surveyed 5,000 consumers in detail, found that most people (70%) have not recently seen any advert...

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