Recently, I spoke at the ProtectZ event about something I feel strongly about, how we talk to young people about protection. As an under 30 in the industry, it’s clear to me that young people aren’t engaged with what we do. Because let’s be honest - most of them aren’t thinking about it. It’s not something we’re taught about in school. It’s not something we see much of on socials. And with the average age of first-time buyers now at 33.5 years old1, protection isn’t on their radar. But it should be. If you’re in your 20s or 30s, your income is probably your biggest asset. You might not own a home yet. You might not have kids. But you’ve probably got rent to pay, bills to cover, and a life you’re building. And if something unexpected happens such as taking time off work for illness or injury, then protection can be the thing that keeps everything else going. So why don’t more young people have it? It’s not because they don’t care. In my view, it’s because we’re not speaking their language. We tend to frame protection around life milestones like mortgages, marriage, and children. But for many young people, those milestones are years away. That doesn’t mean they don’t need cover. It just means we need to change the conversation. For me, it's important to highlight protection isn't about what you have. It’s about what you stand to lose. So, what do I think young people care about? • Staying financially independent • Paying rent on time • Keeping up with car payments • Not being a burden on family or friends • Having the freedom to live life on their terms • Their future plans That’s what protection is really about. And when we frame it that way, it starts to feel relevant. The reality • 2.78 million people are economically inactive due to being on long term sickness leave in the UK in the first quarter of 20252 • Nearly 1 in 4 people out of work due to ill health are under 353 • 1 in 10 people have no cash savings4 If your income stops, everything else is at risk. That’s why income protection, critical illness cover, and even life cover can be just as important in your 20s and 30s as they are later in life. Young People Need Protection Too — We Just Need to Talk About it Differently Laura Mitchell Marketing Manager Guardian Financial Services 10 WINTER PROTECT NEWSLETTER
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