He cites a survey by the Dying Matters campaign that shows that more than 70 per cent of us are “uncomfortable talking about death” and that less than a third of us “have spoken to family members about end-of-life wishes”.
He adds: “We use the euphemistic ‘should the worst happen' in much of our literature, maybe we need to be more robust with the language we use. Insurers and advisers more than most should be able to help people to talk about dying, and the impact of illness more generally.
“We should make sure important conversations aren't put off until it's too late, and those working in the protection insurance world should be well placed to stimulate those conversations, whether about dying or long-term illness, which can be beneficial in a personal, a financial and a societal sense.”
Scottish Widows' Chris Dunne said making the conversation relevant to the impact of the individual was a key part of interest being generated, particularly among the younger generations.
“Customers of any age will have things that are important to them, so make the conversation relevant to the impact of the individual. For example, younger people thinking about how a loss of income could impact their lifestyle, ability to travel or see friends. Whereas parents might think about how they’d continue to pay the mortgage or realise their retirement ambitions if their ability to earn money was unexpectedly changed.”
It seems apparent there are gaps where income protection and forms of life insurance should form a part of the intergenerational wealth narrative, and that advisers themselves have a responsibility to families to help them have these conversations, however difficult they may prove.
Ruth Gillbe is a freelance journalist
