The Trust Dividend: How Culturally Fluent Insurance Brands Earn Consumer Confidence

In today’s crowded insurance market, trust is in dangerously short supply—and it’s costing brands big.

Recent insights from Collage Group’s research reveal a major gap between what insurance brands promise and how consumers experience them. Even more concerning? Trust in insurance lags significantly behind trust in other financial institutions. But where some see a challenge, culturally fluent brands are finding opportunity.

So how do winning brands rise above the noise and skepticism? They activate the Trust Dividend.

At Collage Group, we’ve identified two pivotal strategies for building trust with today’s increasingly diverse consumer base, especially within fast-growing Black, Hispanic, and Asian segments. And while the full picture is detailed in our latest report, we’re sharing a sneak peek here to get you started.

Strategy #1: Get the Basics Right—Every Time

Trust isn’t built on clever ads or catchy slogans. It’s earned through consistency, clarity, and reliability.

For many consumers, especially those newer to insurance, interactions with brands often feel confusing and inaccessible. A lack of clear information, culturally relevant guidance, and language support can make already-complex decisions even harder.

Culturally fluent brands lead with transparency and empower their audiences. They use relatable voices, demystify insurance jargon, and meet diverse consumers where they are, with easy-to-use tools and culturally tailored service.

Think clear messaging, multilingual resources, and social proof from real customers.

Strategy #2: Move Beyond Inclusion—Connect Through Shared Values

While functional value builds the foundation, emotional value cements loyalty. For multicultural consumers especially, insurance is deeply tied to protecting family, achieving stability, and leaving a legacy.

That means brands must go deeper than diverse casting. They must live their values through inclusive hiring, authentic storytelling, and meaningful investments in the communities they serve.

Campaigns that spotlight family aspirations, showcase community commitment, and reflect the unique lived experiences of diverse groups stand out and drive long-term loyalty.

When you speak to what matters, like family protection and economic inclusion, you build more than awareness. You build allegiance.

Ready to Unlock the Trust Dividend?

We’ve only scratched the surface here. Our full report, “The Trust Dividend: How Culturally Fluent Insurance Brands Earn Consumer Confidence,” features actionable frameworks, in-depth data, and brand case studies from industry leaders like The Hartford, American Family Insurance, and Prudential.

Download the excerpt now to start building trust with the segments driving the future of insurance growth.