At AA&B, we think and write a lot about theimportance of Gen Y as employees. If you're still not convincedthat you need to understand this generation, ponder this:they're the new wave of small business owners, otherwise known asyour customers.

Check out this information from a national poll of more than1,200 consumers by workers' comp specialist Employers Holdings, Inc.

When asked whether they planned to start their own business inthe next 5 years, responses broke down as follows:

• Gen Y: 46percent
• Gen X: 35percent
• Baby Boomers: 21percent
• Silent Generation: 4percent

More important, the respondents realized the importance ofinsuring their businesses and were especially interested in beingable to work with their insurers online. Here's how Gen Y on ascale of 1 to 10 rated the importane of carrier onlinefeatures:

• Online quoting:

  86 percent

• Online customer service:

  83 percent

• Online policy management: 81 percent
• Online payments:

  79 percent

Another recent survey shows us the other side of the coin:Millennials as consumers. And if you think of the youngergeneration as irresponsible free spirits who don't care aboutfinances, think again.

According to Gen Y respondents to the Western UnionPayments' Money Mindset Index:

• 11% do not have any financial strategy vs. 17% of consumers ingeneral
• 41% plan to “reduce spending and increase savings” in 2011 vs.32% of all consumers
• 62% saved less in 2010 than in 2009 vs. 75% of allconsumers
• 2% are considering or have recently filed for bankruptcy vs. 4%of all consumers

What do you think this means for insurance agents and brokers?To me it looks like a great opportunity.