How to Connect with Gen Z Without Cringing

[This article was generated by ChatGPT and has been edited by the Surer team for clarity, readability and context.]

Ah, Gen Z. Born between 1997 and 2012, this bunch has grown up on a diet of Wi-Fi, memes, and #aesthetic Instagram feeds.

They’re digital natives, socially conscious, and have a no-nonsense radar for anything that smells like a hard sell.

So how can you, a hardworking general insurance intermediary in sunny Singapore, break through the noise and actually connect with this elusive generation?

Let’s dive into how to engage Gen Zs without sounding like you’re trying too hard. (Spoiler: no need to use “slay” in your LinkedIn posts.)

📱 1. Speak Their Digital Language

93% of Gen Zs in Singapore own a smartphone (Statista, 2024). That little device in their hand? It’s their portal to the world — and your best chance at making a connection.

If you’re not on platforms like Instagram, TikTok, or at the very least, LinkedIn, you’re basically invisible to them. But don’t just show up — show up well:

• Use short, snappy videos to explain insurance terms.

• Share real-life scenarios (read: not deathly boring claims processes).

• Collaborate with micro-influencers to build trust and visibility.

Bonus tip: Think edutainment — educational content that’s also entertaining. Imagine this: “What’s the difference between personal accident and health insurance?”… but explained with bubble tea analogies.

🧠 2. Be Transparent and Authentic (Seriously)

Gen Z is the most skeptical consumer group to date, with 65% saying they’ll stop buying from brands they view as inauthentic (McKinsey, 2023). So ditch the jargon and sales-y scripts.

• Be open about what insurance can and can’t do.

• Share stories — not just benefits. Real client testimonials or “a day in the life” posts resonate.

• Admit when you don’t know something — it builds trust!

Authenticity wins over polish. Even a slightly shaky IG story showing your morning routine before a client meeting can humanise your brand and make you more relatable.

💬 3. Slide Into Their DMs (With Permission)

No, not those DMs. But Gen Z prefers messaging over calls. A whopping 72% of Gen Zs say they feel more comfortable communicating digitally (Snap Inc., 2023).

Use tools like:

• WhatsApp Business for quick, casual client check-ins.

• Chatbots for FAQs — just make sure they don’t sound like robots from the 2000s.

• Even memes in emails (if you dare — and only if they’re good memes).

Just remember: message them where they are, not where you’re most comfortable.

🤝 4. Sell the Why, Not the What

Gen Z doesn’t just buy a product. They buy into a mission.

In Singapore, 78% of Gen Zs say they are more likely to support brands that take a stand on social issues (YouGov, 2024). So go beyond policies and premiums. Highlight:

• Your commitment to sustainability (e.g., paperless policies).

• How insurance can support mental health, wellness, or community.

• The meaningful impact of being financially protected — framed through their values.

🛠️ 5. Use Tools That Let You Focus on People, Not Paperwork

Gen Z appreciates speed and efficiency — they expect insurance to be as smooth as online shopping.

Use digital tools like Surer, which helps intermediaries quote and bind policies faster, so you can spend more time having genuine conversations and less time wrestling with paperwork.

Other handy tools:

• Canva – for Gen-Z-worthy social media posts.

• Calendly – because “Are you free Tuesday at 3?” emails are so last decade.

• Google Forms – for quick feedback or policy needs surveys.

Don’t Try to Be a Gen Z — Just Be Gen Z-Friendly

You don’t need to dance on TikTok (unless you want to, and in that case, please tag us). What Gen Z really wants is honesty, clarity, and good vibes. Speak their language, value their time, and show up where they are.

They may be young, but they’re not clueless — they just expect better. And with the right approach, you’ll be the go-to insurance advisor for this next generation faster than you can say, “peace of mind”.