Read the January cover story, “The Graying of America: Can Insurance Cope?”There’s no doubt about it: Our industry needs to do a better job of reaching Gen Y–also called millennials–so we can start adding their youth and enthusiasm to our graying ranks.

But who are these young people we’re trying to reach?

Born between 1982 and 2002, millennials were the first generation to grow up surrounded by digital media. According to Neil Howe and William Straus in their book “Millennials Rising,” they are “the ‘Babies on Board’ of the early Reagan years, the ‘Have You Hugged Your Child Today’ sixth graders of the early Clinton years, and the teens of Columbine.”

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