The Result

The core emotional “Need to feel Cared for” was identified by ICG researchers and led to the strategic recommendation for Allstate to offer “Accident Forgiveness” as a way to demonstrate care, concern and understanding to those they insured, not just talk about it in advertising. A decade later, consumers are still enthusiastic about accident forgiveness as a policy option and Allstate attributes this work to driving significant incremental growth and leading the way to adopt a more customer-centric model throughout their organization and creating a seismic shift in the insurance industry.