COVID-19 offers insurance brands an opportunity to rethink how they market to consumers in Asia

Asia’s insurance industry has found silver linings amid the COVID-19 pandemic with health becoming top of mind for consumers.

Why it matters

Thanks to COVID-19, insurance is moving from a grudge purchase into a nudge purchase, as consumers seek protection from an uncertain future. But that doesn’t mean that insurance marketers can stick with traditional ways of communication, as broader consumer priorities and preferences shift.

Takeaways

  • Insurance in Asia has historically been very a human-driven, but consumer mindsets are shifting towards greater acceptance towards no-frills, self-service solutions when it comes to insurance.
  • Brands need to offer a frictionless path for consumers to purchase insurance products in a cognitively simple way and create value in the exchange.
  • Insurance brands should...

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Insights Team
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