Culture is More Than Demographics: Why Values Drive Sales in Insurance
Why Attitudes Matter in Insurance and How We Can Influence Them
In the insurance space, we are not just selling policies. We are shaping how people feel about protection, responsibility, and risk. That is why understanding consumer attitudes and how to influence them can make or break our communication strategy.
Attitudes are shaped by both logic and emotion. According to the Tricomponent Attitude Model, people form attitudes based on three areas: what they know (cognitive), how they feel (affective), and what they intend to do (conative). In insurance, this plays out every day. A person may know that life insurance is important, feel overwhelmed or scared by the topic, and decide to avoid it altogether. Our job is to guide them through those emotions and help them make empowered decisions.
The Theory of Reasoned Action shows that a person’s behavior is largely influenced by their intention to perform that behavior, which is shaped by their attitude and the perceived expectations of others. This is especially important in insurance, where decisions are often influenced by family, financial advisers, or even community norms (Lumen Learning, Theory of ReasonLinks to an external site.).
The Elaboration Likelihood Model explains how clients process messages. When someone is actively evaluating options—like comparing health plans—they use the central route, analyzing facts and benefits. When casually scrolling, they rely on peripheral cues like a relatable testimonial or a trusted face. This is why message format matters just as much as content (Communication Theory, Elaboration Likelihood ModelLinks to an external site.).
Today’s constantly connected customer expects personalized, on-demand experiences. Whether it is a targeted reminder about open enrollment or a video showing how insurance helped a family bounce back, timely and relevant content builds stronger emotional ties. Insurance agencies that adapt their communication to this reality are the ones who stand out.
Once an attitude forms, it can be hard to shift. Negative perceptions of insurance often come from confusion, bad experiences, or lack of trust. Reversing those attitudes takes empathy, repetition, and value. This is where consistent branding plays a role. A recognizable logo, a consistent slogan, and an emotionally resonant message help reinforce trust and memorability across every touchpoint (Keller, Brand ElementsLinks to an external site.).
At the core, influencing attitudes is not about being persuasive. It is about being consistent, caring, and clear—so that insurance becomes something people welcome, not avoid.
