Zurich have done an international survey and find that people underestimate their personal risk and overestimate the cost of coverage. You can read more and download the full report at this link.
The result: they assume that coverage is not needed and too expensive. There is, of course, a solution. We have to tell them what their risks are and show them that coverage can be cost effective. Because they won’t be looking out for it, the message needs to be attractive, positive, and engaging. Moaning about underinsurance doesn’t tick any of those boxes. Creating engaging content looks like the better way to go.