Millennials, Xennials, Centennials and Extraterrestrials · Millennials, Xennials, Centennials and Extraterrestrials. Personal Branding through 2030 “The insurance industry is on

Millennials, Xennials, Centennials and Extraterrestrials

Personal Branding through 2030

“The insurance industryis on the verge of aseismic, tech-drivenshift.”

McKinsey – April 2018

JobsareChanging!

Insurance in 2030?

CustomersColleagues

Competitors

Target a Spectrum not a Segment.• Xennials are on the cusp of Gen X and Millennials,

born from 1977-1983 - so they’re about 35 to 41• Through 2030 they will grow up to 47 to 53• 88% want content that focuses on business value

not product specifics – focus on outcomes• 75% want more data and research to support

content – they want proof• The content must be interactive not static• It must be sharable and authentic, like food

• 74% use emoji in email

• 64% speak only in emoji

• Oxford Dictionary’s 2015 word of the year was emoji

is not dead.

Kylie Jenner

Tweeted she no longer opened Snapchat, “ugh this is so sad.”

Snap lost $1.3 Billion in value.

The personal brand/influencer more powerful than the platforms that build them

Fast Company 2018

Your personalbrand?

• Company brands aren’t trusted, but influencers are

• Company communications get a lift from a strong personal brand

• Build up your personal brand – your company will restrict your business stuff –so you have to figure this out and make it work

Test it

Here’s What we Recommend:• Audit your brand, update anything old and fix what’s

broken. • Email: ensure your “from” line is key to you and use

clear “subject” lines• Identify content that you can share, serialize and

deliver regularly• Rethink your business with a subscription mindset• Think about interactions as experiences• Become the influencer

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