Jargon-free language (64%) and the use of images (28%) help most in making consumer sales research has found.
Unum, and the Plain English Campaign have found he insurance industry is the biggest culprit for making product information difficult to understand, with a difficulty rating of 46%, over other sectors, including banking which eaned a 29% difficulty rating, retail (25%), cars (23%) and food (8%).
As a result of this research, Unum is joining forces with the Plain English Campaign, to “keep it simple” across their insurance products.
Jack McGarry, CEO Unum UK, says: “The results show that, as an industry, we need to make our products more accessible and meet consumer needs. I want people to understand easily, that if you can’t work because of illness or injury; you need to have a back-up plan in place to support yourself financially.”
The income protection specialist is beginning with a glossary of terms for income protection to help clarify current language and literature.
And has put up a Youtube video explaining its campaign.
Marie Clair, Plain English Campaign spokesperson, says: “It is clear that the insurance industry needs to ditch the small print, jargon and gobbledygook in their information. Product information should make complex products more accessible to consumers, not more confusing!
“We’re backing the call to action to the insurance industry that Unum is making, and together we hope to work to improve consumers’ understanding of Income Protection insurance by updating literature in a way that people can really understand.”
