People don’t like talking about dying
That has been confirmed by a survey from the UK recently: The Dying Matters Coalition of care organisations (for end of life care) found that only 21% of people have discussed their end-of-life wishes, and only a third had written a will. The chief executive, Claire Henry, said: "Dying is one of life's few certainties, but many of us appear to be avoiding discussing it or in denial altogether.”
Most advisers would agree.
One strategy favoured by insurers, counselled by their marketing and creative agencies, has been to highlight positive images, not the negative. This is the driving strategy behind a number of choices.
Insurance is a word rarely used; instead words like cover and protection are selected. The fact of death is rarely mentioned, instead advertisements focus entirely on brand, family, or may refer to ‘the unthinkable’ happening.
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