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The Overlooked Generations

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Insurers continue to send more direct mail to baby boomers than to younger consumers.

During the 12-month period that ended in June, the average amount of health insurance direct mail going to the “Generation X” U.S. residents born from 1965 to 1976 was 15% lower than for baby boomers. The amount going to the “Generation Y” consumers born from 1977 to 1987 was 25% lower, according to researchers in the Chicago office of Mintel International Group Ltd.

Life direct mail volume was 18% lower for members of Generation X than for boomers, and volume was 23% lower than for members of Generation Y.

But many young consumers are interested in learning more about life and health insurance, and members of Generation X, for example, are 23% more likely than other consumers to say they want to buy life insurance in the near future, Mintel researchers report.