To talk about communication in the insurance sector is to talk about, among other things, studies, rankings, investments, industry events, results, appointments, CSR initiatives and products, lots of products. At least, these are the types of information that proliferate most in the specialised media on a daily basis. Although it is true that, since the pandemic, CSR issues have gained special relevance in the communications of different companies in an effort to 'humanise' their relationship with employees and customers. It was a golden opportunity for a sector that does not usually arouse much public sympathy to show the importance of its contribution to society. And it is fair to say that it lived up to it. Among other things, just three weeks after the state of alarm was declared, when the first wave of infections and deaths was in full swing, the insurers contributed 37 million euros to a solidarity fund to create a collective life insurance for health workers. Moreover, throughout this time, the communication managers of the different companies have taken even more care when it comes to transmitting their news and messages in these times when uncertainty has crept into the lives of people and companies.
In fact, a study published earlier this year by Unespa, the insurance employers' association, entitled 'COVID-19 redefines the guidelines and future of insurance', estimates that the three challenges facing the sector in the coming years are the impact and consequences of the increase in life expectancy, the use of technology and artificial intelligence and the development of new forms of communication with the customer. In fact, he believes that the development of technology places information and data at the centre. "People want to be able to rely on trusted sources that provide accurate, up-to-date and unbiased information," reads the excerpt on its website. At the same time, the sectoral employers' association warns in the same piece that "users are increasingly wary of handing over their data to third parties and want to be able to limit the use made of the information they generate". This requires strict protection of the sensitive data held by insurers.
Therefore, we can say that communication has become more important as a result of both the pandemic and the increased presence of digital in our lives, intensified in the last year due to the pandemic. We are increasingly connected and receive more and more information, both through traditional media and social networks, often from sources that are not sufficiently verified. This forces the insurance sector to be increasingly scrupulous about veracity and to exercise transparency to the highest degree, something that fully affects communication both with its own customers and with society in general.
In these circumstances, the efforts of communications departments will also have to focus on being much more cautious in order to avoid offending sensitivities that are at their height after the pandemic, but, above all, they will have to make an effort to educate, to show the value of insurance as a service to society and to argue why it is necessary. This is the great weapon to win the battle against the concept of imposition or obligation that it still has. A fundamental aspect will be, on the other hand, knowing how to explain the new risks that society is facing and how insurance can help to deal with them. And, of course, to show the reforms and new products in line with these new risks. Within this pedagogical function, the simplification of the language used is particularly important. What is the point of communicating if the audiences we are addressing are incapable of understanding our jargon? Here too, it is necessary to bring a touch of humanisation, both in the official documents with which we work with clients and when conveying information about new or existing products.
In line with this search for humanisation and closeness to customers and society in general, it is of the utmost importance to inform about the initiatives and activities organised by companies related to Corporate Social Responsibility, especially the real policies in favour of diversity and sustainability. Citizens are increasingly aware of these aspects and are willing to 'punish' companies that do not care about these issues or do so as mere window-dressing. A blunder in this regard can lead to a barrage of criticism on social media and, therefore, reputational damage.
And we cannot forget the challenge of communication to attract talent to the sector. For this reason, it is essential to make society aware of the Human Resources policies of insurance companies and to highlight the social and economic benefits offered by a sector in which, as I have often heard from a manager, few recent graduates aspire to work.
The tools used by communication departments to face these challenges should combine, as the Unespa report mentioned above explains, the virtues of digital with the advantages of traditional media. It is essential that the most analogue people do not feel discriminated against and forgotten. Getting it right is simply a matter of applying common sense and taking advice from those with experience in the field.