What was the irrefutable consumer insight?

Despite being among the world’s healthiest and most financially prepared citizens, Japan’s view of old age is overwhelmed by anxiety.

Describe the marketing challenge.

Over its near 150 year history, MetLife has regularly embraced change in order to maintain its leadership position. Today, as the pace of change continues to accelerate for companies and consumers alike, MetLife is once again executing a ground-up transformation across its organisation, this time evolving from a traditional, sales-push business model and responding to the rapidly evolving needs and elevated expectations of today’s insurance consumers.

Our transformation started with broad consumer insights. After listening to 55,000 consumers globally, we learned that today’s consumers want insurance companies to do more than just provide payments when something bad happens; they want us to be a trusted, long-term partner who could stand by them and help them navigate the twists and turns they face throughout their lives.