22 Jun Adapt or die: innovating for a new future
Emma Sant on how behaviour change can help brands embrace – and lead – future shockwaves in their category.
Insurance has been seen as an old-fashioned grudge purchase for years. Few insurers offer products which are truly in touch with consumers’ needs, and actually generate brand love.
But in a world where driverless cars, home automation, and personal DNA mapping are becoming a reality, the nature of consumer needs is likely to change. Claims of the past are not going to be the same as future claims, with technology reducing risk and consumers having more control and knowledge. This within a changing domestic environment where Airbnb is becoming a second income generator at weekends for urban couples (changing people’s needs from their home insurance); where pets are ‘loaned’ through matching sites like BorrowMyDoggy (meaning pets have multiple carers); and where cars are shared rather than owned (meaning the driver, not the car needs insuring). In short, insurance needs to up its game.
Last week, we ran a workshop with the General Insurance Market Research Association, to understand the future drivers of change in their industry and how to embrace these changes. Using our behaviour change methodology STREAM, we generated ideas for future products and services to make insurance more meaningful and relevant. Ideas generated spanned the movement away from products to personal liability through to using pet tracking devices (rather like telematics in cars) to calculate the lifestyle, activity levels and risks for pets.
The hundreds of case studies in our practical STREAM toolkit helped the group generate ideas in a couple of hours that they wouldn’t otherwise have got to. Watch this space for some ground-breaking products in years to come!