Life Happens
MEDIA CAMPAIGN: Adulthood across generations
We teamed up with Life Happens and KWT Global to explore Americans’ highs and lows, especially when it comes to finances.
“Adulting” is hard
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Our approach
Life Happens is a nonprofit organization whose mission is to educate consumers about life insurance.
Their data-driven campaign looked at how different generations embrace adulthood and how they approach financial decision-making.
We conducted a Talker Research online poll with 2,000 Americans, split evenly by generation (500 Gen Z, 500 millennials, 500 Gen X and 500 baby boomers).
The survey asked respondents how they define “adulthood” and which milestones they consider signs of “adulting.” Older generations were also asked what advice they would give young adults.
Working with the brand and their PR agency, we analyzed the data from our research and created a survey-led news story, produced an infographic and animated video and distributed directly to media outlets.
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The results
The survey revealed that 27 is the age that Americans feel like an adult — and 28 is the age that we start to take our finances seriously.
Millennials were ahead of schedule for getting a credit card, budgeting and opening a savings account, with both Gen X and baby boomers also opening savings accounts at an average age of 26.
Gen Z is well ahead of the curve in terms of paying their own bills, getting a credit card, learning how to budget and opening a savings account (all around the age of 22). Yet still, 53%) haven’t ever contributed to their 401(k) or retirement plan, and another 49% have yet to purchase life insurance.
The survey-led story generated over 300 pieces of online and broadcast coverage. Life Happens also published the story and findings to their own site and social channels, with the media campaign securing 179 backlinks directly from coverage.
Content that cuts through
Coverage highlights
We write people stories, not product promos. News copy, not press releases. Our news team craft headline-grabbing stories that earn extensive media coverage — results guaranteed.
Campaign numbers
Visual assets
See more of our client coverage here.