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  • You’re only as old as you feel, right?
  • You’re only as old as you feel, right?
    Humana (2015) ©
CASE STUDY

Humana: insurance for the young-at-heart

Boomers are redefining what it means to be old. Not content with fading into the background, they’re healthier than past generations and splashing out on leisure. Insurance firm Humana aims to appeal to this mentality, reminding Boomers of all the opportunities prolonged health can bring them.

Location United States

Scope
Boomers are redefining what it means to be old. Longer life expectancies mean that the health decline which used to characterise retirement has been postponed by almost a decade; on average, British men and women are expected to live to 85.7 and 87.6 respectively by 2030. [1]

This is leading those aged 50-plus to reject familiar assumptions about ageing. They’re leading full, healthy lives, spending more than any other generation on entertainment and travel, and increasingly finding paid work beyond the age of retirement. [2] Insurance firm Humana is now looking to resonate with ...

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