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Trendspotting 2023

What does insurance have to do with tech and lifestyle trends? A whole lot, we think.

At the start of a new year, articles about the predicted trends are popular. The traditional hot-or-not lists that used to be common in gossip magazines have made a comeback, and are a fun and easily digestible way to quickly get an overview of what the present and future might look like.

Insurance may not be immediately associated with something you'd usually read about on a cool hot-or-not list, but in fact, insurance is about just that - predicting the future, based on historical events and trends.

We've scoped out some current tech and lifestyle trends, and tied the content to circularity and insurance. 🔮Simple and seamless UX-experiences

With a population as digitalized as Europe's, we as consumers take for granted that digital interactions with businesses are both simple and seamless.

By constantly evaluating and improving all touchpoints, including consumer, platform and staff, we ensure that we eliminate all unnecessary steps for a seamless user experience, while maintaining and improving the operational efficiency of the company.

Consumers want insurers to be more engaged, accessible and share progress and information in real time during a claim. Insurance surveys show that 95% of consumers want to hear about the status of their claims more often.

🔮Crafting, recycling and reducing consumption

In 2023, we will continue to repair, create and rent. On TikTok, videos about "Eco hacks" and "Zero Waste Living" are trending.

It's no longer considered cool to show off your over-consumption of new gadgets you've shopped for in a "Haul" video, but instead you're encouraging your friends and followers about which SecondHand stores have the best selection, and how to sew your grandmother's old bedspread into a cool jacket.

Instead of buying new stuff, we rent each other's vehicles, tools and gadgets via apps like Hygglo and GoMore and MyCamper, and transport (or recycle!) our secondhand finds using Tiptapp.

🔮Ethics, morality and fairness

Some who are leading the way and clearly demonstrating that they take ethics and morality into account in their consumption choices are the values-driven Generation Z. Ethics, morality and fairness are important, and they make conscious choices through the way they live, consume and work and are not shy about speaking up if something is not up to scratch.

Climate impact, animal testing, and poor working conditions are often or always included in the evaluation when approaching new suppliers and Gen Z are not late in informing their peers of their moral evaluations.

Greenwashing and pinkwashing are seen through by Gen Z directly, and they appreciate as much transparency as possible to feel confident that the supplier/brand they are going to use is safe to associate with their own personal brand.

Of course, there are many more than Gen Z who fit the description above, but it's an interesting group to look at, given that they move quickly between digital environments and have grown up in a world of climate threats and crises.

And what about the connection to insurance? As in any industry, it would probably be wise to take lessons but more importantly inspiration from this generation, with such high standards of digitalization and UX as well as personal engagement and accessibility. If you can charm Gen Z, you've succeeded. Sort of :)

🔮Wearable technology

Smartwatches, and even smart rings, continue to evolve, with new models and brands being launched all the time.

Wearable technology can capture information such as sleep quality, heart rate, body temperature, and menstrual cycle information. In addition to giving the consumer of a smartwatch their own insight into their health, there is the potential to use all this aggregated data to provide sharper insights that enable, for example, personalized premium settings.


Our world has changed and continues to change faster than ever. The effects of pandemics, wars, energy crises, inflation and recession, among others, are enormous. One of the effects is that we will hold on to our pennies and our existing resources more tightly because of the current energy crisis and recession. According to surveys, insurance will continue to be seen as an important product, and it is for exactly these reasons that insurance exists - financial protection for when things don't go exactly as planned.

It seems that sustainability, transparency and digitalisation will continue to drive innovation and growth in the insurance industry. Do you agree, and how do you see the future and trends in insurance, tech and lifestyle? 🔮 Please write to us and tell us!

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