The expansion of digital platforms, highlighting the agent-policyholder relationship and moving "beyond the screen," are among the biggest trends shaping property & casualty insurance marketing strategies, according to Comperemedia, a Mintel company. "Aspects of the trend predictions are driven by four themes that shaped the landscape in 2021 — themes that every marketer should be considering as they plan marketing strategies this year — inflation, life's uncertainties, digital exhaustion, and new platforms and choices," Lierin Ehmke, omnichannel research manager, Comperemedia, said in a release. The marketing researching company reported the four themes can be leveraged to insurers' advantage:

• Inflation: Tout transparent costs and locked-in rates. Develop materials for all-in-one products as a way to appeal to price-conscious shoppers.
• Life's uncertainties: Something the insurance has long done, companies should continue to respond to major life milestones such as getting married or buying a home with tools to help policyholders make the best decisions.
• Digital exhaustion: "Familiarity breeds contempt," and too much screen time (and too many screens) is leading people to be overwhelmed. This is moving companies to leverage all-in-one products, such as "super apps," while also trying to forge stronger offline connections.
• New platforms & choices: Meta, crypto, NFTs and tomorrow's cutting edge platform are all creating new ways for insurance companies to connect with policyholders, offer education on these new risk frontiers and enhance customer satisfaction.

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