Millennials are connecting more with insurance brands, a new survey finds, tied to increasing spending power and changing personal and family needs.

The Harris Poll's 29th annual EquiTrend Study, which measures brand appeal over time, says millennials are showing more interest in insurance brands than the population in general.

Stronger emotional connection to P&C insurance companies

"Millennials have a stronger affinity for life and property/casualty insurance companies compared to baby boomers and Generation X consumers," the report says.

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