Health and life insurers may be missing out on new business opportunities by just targeting one generation. Research from Mintel Comperemedia shows health and life insurers pay far more attention to Baby Boomers than they do to Generation X and Generation Y, but Generation X is very interested in health and life insurance, and say they'll purchase these products in the near future (17% more likely for health insurance, 23% for life insurance).

Mintel commissioned exclusive consumer research through Greenfield Online to explore 550 Gen X (ages 30 to 44) consumer attitudes and behaviors toward financial services.

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