INTRODUCTION
The insurance industry is undergoing a significant transformation with the emergence of
Generation Z (Gen Z) as a new cohort of consumers. Gen Z possess unique characteristics,
expectations and preferences different from their predecessors. Born between the mid-
1990s and early 2010s, Gen Z is the first generation to grow up entirely in the digital
age and is poised to revolutionize the insurance industry. They are currently the most
populous generation in Kenya, Africa and the world at large representing 33.4%, 31.20%
and 22.64% respectively. As Gen Z enter the job market in increasing numbers, they
are becoming an important market for different insurance products. Their distinct
expectations and attitudes are reshaping various sectors and insurance is no exception.
This generational transition may force insurance companies to adapt or risk losing out
on a crucial demographic.
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