Trends: How to Connect With 3 Generations

April 20, 2018
Learn what Millennials, Gen Xers and Boomers value. And how to best connect with them.

“The times they are a-changin',” to quote Bob Dylan, one of music's most enduring legends. His words hold true for the generational shifts that are affecting today's workers. Learn what Millennials, Gen Xers and Boomers value. And how to best connect with them.

Millennials May Be Your Biggest Prospects

Surprise. Millennials are now the largest generation in the workforce.1 And the oldest are hitting 40. Despite being the most-educated generation, their stress levels run high. They worry about:2

  • Good-paying job opportunities: 78%
  • Not being able to pay health care bills if they get sick: 74%
  • Not having enough money when they retire: 79%

As Millennials launch and build their careers, they'll appreciate the value of owning individual income protection insurance that's not tied to an employer. Especially if you explain how benefits can increase along with their incomes.

Generation X: Seeking Work-Life Balance But Sandwiched

Gen Xers value work-life balance and flexible working hours. They're the “sandwich generation.” Squeezed between raising kids and caring for aging parents, they face unique challenges.3

Paying off the mortgage and spending more time with family are major concerns for 41 percent of Gen Xers. Thirty percent worry about saving for retirement.4 Because Gen Xers have so much — and so many family members — to protect, our Family Care Benefit can be a great selling point.

Boomers: Leaders of the Small-Business Pack

Don't write off Boomers yet. The average small-business owner is 60.3 years old. In fact, 57 percent of small-business owners are over age 60. And only about 20 percent plan on ever fully retiring.5

Boomers are leading the way at starting businesses, too. The percentage of firms created by Americans age 55 to 64 grew more than any other age demographic — up to 25.8 percent in 2014.6 These trends combined show that Boomers can be prime targets.

A two-, five- or 10-year business or income protection insurance plan can be key at this stage in their careers. And help them avoid dipping into retirement assets if they become too sick or injured to work.

Generational Snapshot: Make Connections by Understanding Values

For a quick snapshot of what drives each generation, check out our new Generational Waves infographic. You'll learn more about their values, needs and communication preferences.


1 Fact Tank, Pew Research Center, May 11, 2015,

2 The Millennial Economy, EY and the Economic Innovation Group, June 2016,

3 Gen Xers in 2018, Consumer Outlook by CEB Iconoculture Consumer Insights, 2018

4 Talking About My Generation: Exploring the Benefits Engagement Challenge, Barclays,

5 Small Business Owners Getting Older and Not Planning to Fully Retire, Small Business Labs, Aug. 22, 2017, and Barlow Research, 2017,

6 The Boom in Boomer Entrepreneurs, Forbes, June 30, 2016, and the Kaufman Index of Startup Activity, 2017,


Millennials / Sales Insights