As the insurance industry competes for emerging talent, it’s facing a generational shift that demands more than just competitive salaries.
According to Sean Puddle (pictured), North America managing director at global recruitment consultancy Robert Walters, Generation Z is reshaping the workforce with expectations rooted in speed, purpose, and autonomy – and the insurance sector must adapt if it hopes to stay relevant.
For Gen Z, digital fluency isn't a perk – it's a baseline. This generation, raised on instant access and seamless tech experiences, expects that same level of efficiency in the workplace.
That mindset, Puddle said, presents both a challenge and an opportunity for insurance organizations.
“They're the first generation that grew up with smartphones… So there's an expectation from their end that they're going to get the same level of speed and efficiency at work,” he told Insurance Business.
As a result, they are more likely to be drawn to insurers that have embraced digital transformation – from AI-powered underwriting tools to self-service claims platforms and mobile-first interfaces, Puddle added.
He acknowledged that parts of the industry still carry a reputation for being old-fashioned or paper-heavy, but says that these areas are increasingly seen as “ripe for disruption”.
Another shift is happening in how Gen Z views organizational structures. Traditional corporate hierarchies – with their multiple layers of management and rigid chains of command – are increasingly out of step with this generation’s values, Puddle said.
He noted that there’s a general skepticism towards traditional hierarchies, adding that “about 57% of Canadian Gen Z say they have no interest in being middle managers.”
The reasons? They perceive these roles as high-stress and low-reward. Instead, Puddle says, Gen Z prefers flatter organizational structures where they can contribute directly, collaborate laterally, and have a clear view of how their work impacts the business.
Finally, Puddle said that Gen Z is highly attuned to purpose – and expects the companies they work for to be equally committed. According to him, it’s not just about corporate social responsibility in theory; it’s about aligning business operations with tangible, positive impact.
He also warned that Gen Z doesn’t just want to hear the right words. They want to see how those words are being put into practice.
This tracks with broader generational trends seen across sectors. Gen Z workers are more likely to ask not just what a company stands for – in terms of diversity, equity, inclusion (DEI), or environmental, social, and governance (ESG) commitments – but also how those values are implemented and what the results have been.
For insurers, this means more than including boilerplate language in recruiting materials or ESG reports.
“They know that words are cheap,” Puddle said.
When it comes to meeting Gen Z’s expectations, Puddle said that the insurance sector is evolving – but perhaps not fast enough.
He acknowledged that many insurers are making progress, particularly in areas like digital transformation and ESG initiatives. However, he said the industry still carries a perception of being conservative and slow-moving, which may be discouraging for younger jobseekers.
“There might be a lot of innovation happening behind the scenes,” he said, “but companies need to do more to showcase those efforts.”
Puddle emphasized that the challenge is not just about keeping pace with change – it’s about communicating it effectively. Organizations that are already making meaningful investments in automation, data analytics, climate risk modeling, or community engagement must be more vocal and transparent about those achievements if they want to appeal to Gen Z talent.
“They do have a bit of a hill to climb when it comes to public relations,” he said.
Despite its evolving nature, the insurance industry still battles persistent misconceptions – especially among Gen Z.
According to Puddle, the most common myth is that insurance is boring or outdated. “People don’t realize how much innovation is happening within the sector,” he said, adding that brokerages and insurers can counter this narrative by showcasing the real projects they’re working on and spotlighting employee experiences to reveal the dynamic side of the industry.
Another misconception is that insurance is solely about selling policies. In reality, the field offers diverse roles across data analytics, compliance, ESG, and customer experience. Career fairs, internships, and social media are valuable tools for broadening awareness of these opportunities, Puddle said.
Finally, many assume the industry offers limited career growth. Puddle argued that structured development programs, mentorships, and success stories should be more widely promoted to demonstrate clear advancement pathways.
“People connect more deeply with relatable stories,” he said – and that’s what will ultimately shift perceptions.
