Gen Z and Insurance: Creating Purpose-Driven Career Paths

Hey there,

Let's address the elephant in the underwriting room: Gen Z isn't exactly beating down our doors to work in insurance. They want meaning, mobility, and measurable impact. And most of the job descriptions we're posting? They're not speaking their language at all.

But here's the kicker that most industry leaders are missing: insurance already aligns with Gen Z values more than we realize—we just haven't figured out how to tell that story effectively.

If we want to build the workforce that will carry this industry into the next decade, we need to fundamentally rethink how we position insurance careers. Not just what we offer, but how we talk about what we offer.

📊 The Data: What Gen Z Actually Wants

According to Deloitte's 2024 Global Gen Z Survey, the top career priorities for this generation include:

• Ethical, mission-driven companies (73% say this influences job decisions)

• Work-life balance and mental wellness support (68% prioritize this over salary)

• Climate and social impact (64% want their work to address global challenges)

• Continuous learning opportunities (71% expect skill development support)

• Inclusive and collaborative workplaces (69% value diversity and belonging)

Translation: Gen Z isn't lazy or entitled. They're laser-focused on doing work that matters—and insurance has way more to offer than we think.

The problem isn't our industry. It's our messaging.

💡 Reframing Insurance: The Purpose We've Always Had

Here's how smart companies are repositioning insurance careers to meet Gen Z where they are:

Climate Resilience Careers

Want to fight climate change? Join the P&C side. From parametric insurance policies to catastrophe modeling, insurance literally funds recovery from floods, fires, and droughts—and increasingly helps communities prepare in advance. You're not just processing claims; you're building climate resilience for entire regions.

Equity and Social Justice

Insurance helps people get back on their feet after life-altering events. In life & health, it's about protecting families and improving long-term financial security. Workers' compensation ensures injured employees can support their families. This isn't just business—this is social impact at scale.

Tech-Enabled Social Good

Innovation doesn't just live in Silicon Valley, and actually within insurtech it lives all over, lots of insurtech are headquartered all over the US and beyond. Forward-thinking carriers are deploying AI and predictive analytics for fairer pricing, better accessibility, and faster claims resolution. You can work on cutting-edge technology with a conscience—building systems that actually help people when they need it most.

Values-Based Employment

Look for insurers investing seriously in ESG initiatives, DEI programs, and mental wellness support. The best companies are tying executive compensation to ESG metrics and publishing transparent impact reports. This isn't corporate theater—it's accountability. Let’s be very clear, even if the current political environment is actively hostile to DEI, Millennial and Gen Z really care about it. Do not back down. This is the time to lead and leading will gain you a lot of loyalty from the current and future generations of insurance professionals!

🧰 Tactical Moves for Attracting & Retaining Gen Z Talent

If you're a recruiter, hiring manager, or leader trying to build your team, skip the generic "competitive salary and great benefits" language. Here's what actually works:

1. Mission-First Messaging

Explicitly connect every role to how it improves lives. "Help communities rebuild after wildfires" hits harder than "Support claims operations." "Design financial protection for growing families" resonates more than "Analyze life insurance applications."

Example transformation:

• Old: "Claims Adjuster - Process property damage claims efficiently"

• New: "Disaster Recovery Specialist - Help families rebuild their lives after unexpected loss"

2. Clear Growth Architecture

Offer rotational programs, skill ladders, and defined advancement paths. Gen Z doesn't want to wait 10 years for leadership opportunities—they want a roadmap showing how they can grow, contribute, and lead within 2-3 years. My book on Gen Z in insurance will likely come out late 2025 or early 2026, for now read Insuring Tomorrow: How to Engage Millennials in the Insurance Industry.”

3. Modern Flexibility Standards

Remote work options, mental health days, volunteer PTO, and flexible scheduling aren't perks anymore—they're baseline expectations. Companies that treat these as "nice to haves" will lose talent to those that build them into their culture. Same story with remote, companies that get really good at remote will become the employers of choice in our industry.

4. Authenticity Over Marketing

Gen Z can smell "performative purpose" from miles away. If you talk about making an impact, back it up with specific data, real employee stories, and measurable outcomes. Show don't tell. With Millennials and Gen Zers authenticity always wins. There is no substitute!

🏆 Who's Getting It Right (And What They're Doing)

Smart carriers and insurtechs are building Gen Z-friendly cultures through:

Early-Career Purpose Programs:

• Structured rotations through claims, underwriting, and product development, and other departments

• Leadership mentorship starting from day one

• Cross-functional project teams tackling real business challenges

• Innovation challenges where new hires can pitch solutions to senior leadership

Educational Partnerships:

• Collaborating with universities on climate risk and insurance education

• Sponsoring student research on social impact and financial inclusion

• Creating internship programs focused on sustainability and community resilience

Authentic Storytelling:

• Featuring real employees doing meaningful work (not stock photos and corporate speak)

• Publishing case studies about claims that changed lives

• Sharing data on community impact and disaster recovery efforts

• Highlighting career progression stories from diverse professionals

• I’m biased on this one, but appearing on Profiles in Risk

Values Integration:

• ESG reporting tied to actual business decisions

• Volunteer time built into work schedules

• Charitable giving programs where employees direct company donations

• Sustainability initiatives that go beyond recycling programs

📈 The Market Reality Check

What I'm seeing in recruitment:

• Entry-level positions with "purpose" positioning get 3x more applications

• Companies with strong ESG reputations have 40% better retention for early-career hires

• Remote-first policies are table stakes—not competitive advantages; currently, the industry is going through an RTO fight that they will ultimately lose. Those who get really good at remote first will own the future. 

• Salary alone doesn't win offers anymore; total value proposition does, post-Covid culture and work/life balance are king

Where the opportunities are:

• Climate risk modeling and catastrophe response

• Healthcare innovation and access programs

• Financial inclusion and underbanked populations

• Technology roles with social impact focus

• Sustainability and ESG reporting positions

🎯 Your Gen Z Attraction Strategy

Immediate Actions (This Week):

• Audit your job descriptions for purpose-driven language

• Interview your youngest employees about why they chose insurance, then LISTEN! And then ask them why they’ve stayed. This is the best research you’ve ever had!

• Research your company's actual social impact and be ready to discuss it

• Update your LinkedIn company page to highlight mission-driven work

Short-Term Initiatives (This Quarter):

• Create video content featuring young employees talking about meaningful projects (and remember it cannot sound like marketing. We can smell inauthentic video and it’s an immediate turnoff

• Partner with local universities for guest lectures or panel discussions

• Launch a mentorship program pairing experienced professionals with new hires - this can be one of the very best things you can do! It’s easy to give your manager your two week notice… it’s hard to tell your mentor. Great mentors retain great talent!

• Develop clear career progression frameworks for early-career professionals, they’re hungry for a documented pathway on how to grow

Long-Term Strategy (This Year):

• Build rotational programs that expose new hires to different aspects of the business

• Invest in technology training and innovation challenges - Partner with your local CPCU Society for a Hackathon and/or bring ISolvRisk for a Gauntlet.

• Create volunteer and community impact opportunities

• Establish metrics for measuring and reporting social impact. Be extremely transparent on these!

🎪 The Magic of Authentic Storytelling

As someone who fell into insurance and stayed because of the people and the purpose, I'll say this: Insurance isn't boring—it's just poorly explained. Insurance is absolutely fascinating! The rabbit hole goes deep!

We're the industry that helps families rebuild after disasters. We make entrepreneurship possible by managing risk. We protect communities and enable economic growth. We're literally in the business of helping people sleep better at night knowing they're covered when life happens. There is no better mission than this!

That's not boring. That's profound.

The magic trick isn't changing what we do—it's changing how we talk about what we do!

💬 Your Turn: What's Working?

How is your organization attracting younger talent? What messaging resonates with Gen Z candidates in your market? Hit reply and share your experiences—successful strategies and lessons learned both help our entire community.

Share this newsletter with any HR leaders, recruiters, or managers who are struggling to attract younger talent. The more we can help each other crack this code, the stronger our industry's future becomes.

📱 Connect with me:

• LinkedIn | Website | Profiles in Risk Podcast

Insuring Tomorrow delivers industry insights, employment trends, and strategic guidance for insurance professionals. Forward to colleagues, share on social, and help grow our community of forward-thinking insurance pros.

Sources: Deloitte Global Gen Z Survey 2024, Tony's analysis of numerous Gen Z insurance professional interviews via chatwithtony.com, recruitment data from Top Hat Recruiting.

Bottom line: If we want to attract Gen Z, we have to speak their language, live our values, and rethink how we present our industry—not just for the next hire, but for the next decade.