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Life in the UK - Teaching and Learning Resources

Popular lessons, work and citizenship, culture & history, law & politics, arts & leisure.

Popular Lessons and Activities About Life in The UK

• Green Tourism in London - Listening and Vocabulary Lesson (Upper Intermediate/IELTS)
• A Trip to London - Integrated Skills Lesson (Upper Elementary +)
• Learn English With Songs - Waterloo Sunset (Elementary +)
• Taking the Life in The UK Test - Multiple Choice Listening Quiz (Pre-Intermediate +)
• London Air Pollution - Listening, Writing and Vocabulary Lesson (Upper Intermediate /IELTS)
• St Paul's Cathedral - Listening, Vocabulary and Numeracy Lesson (Pre-Intermediate +)
• The Tower of London - Listening and Vocabulary Lesson (Intermediate +)
• The Beatles Story - Video Listening Comprehension Quiz (Intermediate +)
• Kew Gardens - Integrated Skills Lesson (Intermediate/IELTS)
• Working In The UK Tourist Industry - Integrated Skills Lesson (Intermediate / IELTS)
• Madame Tussaud's - Integrated Skills Lesson (Intermediate +)
• Vocabulary for Student Loans and Finance (Pre-Intermediate +)
• Health and Safety Law in The UK - Know Your Rights (Pre-Intermediate +)
• Typical British Food and Drink - Multiple Choice Quiz (Pre-Intermediate +)

New Lessons About British Life, Culture, Places, and People

• British Pubs - Integrated Skills Lesson (Elementary +)
• British vs American English - Pelmanism Game (Elementary +)

British Government and Politics

• Voting in UK General Elections - Word List, with Definitions (Intermediate/B1 + )
• Registering to Vote - Spelling and Vocabulary Lesson (Elementary +)
• Reading for Information - Voting and Elections (Upper Elementary +)
• How Do General Elections Work? - Integrated Skills Lesson (Pre-Intermediate +)
• General Elections in the UK - Reading Comprehension Quiz (Pre-Intermediate +)

• Registering to Vote - Vocabulary Matching Quiz (Upper Elementary +)
• Registering to Vote - Put Words in Alphabetical Order (Upper Elementary +)
• Registering to Vote - Unscramble The Jumbled Words (Upper Elementary +)
• General Elections - Listening Comprehension (Pre-Intermediate +)
• General Elections - Gap Fill Reading and Writing Activity (Pre-Intermediate +)
• UK Politics - Grammar Gap Fill Quiz (Pre-Intermediate +)
• UK Politics: General Elections in the UK - Crossword Puzzle (Pre-Intermediate +)
• UK Politics - Online Word Search (Medium Difficulty)
• The 2017 General Election - Teaching and Learning Resources (All Levels +)

UK Residency and Applying for British Citizenship

• Life in the UK Citizenship Test: Culture and People - Multiple Choice Quiz (Pre-Intermediate +)
• Reading For Information - British Citizenship, and Taking the Life in The UK Test

Working in The UK

• Working in The UK - Multiple Choice Quiz (Pre-Intermediate +)
• Employment Law in the UK - Rules and Regulations - Reading Activity (Pre-Intermediate +)
• Employment Law in the UK - Multiple Choice Quiz (Pre-Intermediate +)
• UK Employment Rights - Reading For Information (Pre-Intermediate +)
• Health and Safety at Work - Multiple Choice Reading Activity (Pre-Intermediate +)
• Lessons and Activities about Other Aspects of Health and Safety
• Butlering at Buckingham Palace - Video Listening Comprehension Exercise (Intermediate +)

Travel and Tourism, and Tourist Information

• London Tourist Attractions - The Tower of London - Listening and Vocabulary Lesson
• London Tourist Attractions - Madame Tussaud's - Listening and Vocabulary Lesson
• The London Eye - Listening and Vocabulary Lesson (Intermediate +)
• Kew Gardens - IELTS Reading and Speaking (Band 6+)

Sport and Sporting Events

• Wimbledon - Online Lessons and Activities (all levels)
• The Great North Run - Integrated Skills Lesson (Intermediate +)
• The London Olympic Games - Online Quizzes and Word Games (all levels)

British Culture, Places, History and People

• The Great Fire of London - Multiple Choice Listening and Vocabulary Lesson (Intermediate +)
• Guy Fawkes and The Gunpowder Plot - Integrated Skills Lesson (Upper Intermediate)
• The London Underground - Listening and Vocabulary Lesson (Upper Intermediate/IELTS)
• The Tube - Reading, Vocabulary and Grammar (Upper Elementary/A2+ )
• The History of Britain - Video Listening Comprehension Exercise (Intermediate +)
• The Museum of Liverpool - Multiple Choice Video Listening Quiz (Intermediate +)
• UK Museums and Galleries - Video Listening Quiz (Intermediate +)
• Britain at Night - Video Listening Quiz (Pre-Intermediate +)

British Food and Drink

• How to Make Cottage Pie - Video Listening Quiz (Intermediate +)
• Typical British Food - Reading Quiz (Elementary +)
• Typical British Food - Matching Quiz (Elementary +)
• British Food - Fish and Chips - Video Listening Quiz (Intermediate +)
• How to Make a Traditional British Cup of Tea - Video Listening Quiz (Intermediate +)
• Tea Idioms - Video Listening Quiz (Intermediate +)

England, Scotland, Northern Ireland and Wales

• London and The City of London - Quizzes, Activities and Printable Worksheets (Elementary +)
• Glasgow - Video Listening Comprehension Exercise (Intermediate +)
• Belfast - Video Listening Exercise (Intermediate +)
• Cardiff - Video Listening Comprehension Exercise (Intermediate +)
• Listening for Information - The City of Bath (Intermediate +)
• Brighton Tourist Attractions - Video Listening Quiz (Intermediate +)
• Bristol - Video Listening Quiz (Intermediate +)
• Cambridge - Video Listening Comprehension Exercise (Intermediate +)
• Liverpool - Online Quizzes and Activities (Elementary +)
• A Trip to London - Elementary English Reading (Upper Elementary +)
• The City of Liverpool - Quizzes, Activities and Printable Worksheets (Elementary +)
• Manchester - Lessons and Quizzes (Pre-Intermediate +)
• Newcastle - Video Listening Comprehension Exercise (Intermediate +)
• St Andrew's Day (November 30) - Reading Lesson(Pre-Intermediate +)
• The Edinburgh Festival - Video Listening Activity
• St Patrick's Day - Quizzes, Games and Activities (Beginner +)
• Wales - Quizzes on Welsh History, Life and Culture (all levels)
• St David's Day - Quizzes, Games and Activities (Beginner +)

Music, Cinema, and The Arts

• "Penny Lane", by The Beatles - Listening and Vocabulary Lesson (Upper Elementary +)
• The BAFTA Awards - Reading Comprehension Quiz (Intermediate +)
• James Bond - Multiple Choice Video Listening Quiz (Intermediate +)
• Here Comes The Sun - Listening and Vocabulary Quiz (Elementary +)
• Imagine, by John Lennon - Listening and Writing Exercise (Elementary +)
• "Skyfall", by Adele - Grammar Gap Fill on the James Bond Theme Song (Elementary +)
• "Our House " by Madness - Vocabulary and Listening Activity (Upper Elementary +)
• "Price Tag, " by Jessie J - Writing and Listening Quiz (Upper Elementary +)
• Britart: Banksy Exhibition - Video Listening Comprehension (Intermediate +)
• Britart: The Fourth Plinth - Video Listening Comprehension Exercise (Intermediate +)

The British Royal Family

• How Much Do You Know About Queen Elizabeth II? - Multiple Choice Quiz
• Queen Elizabeth II and the British Royal Family - More Quizzes and Worksheets
• Working at Buckingham Palace - Video Listening Comprehension Exercise (Intermediate +)

Shopping and Consumer Rights

• Know Your Rights When Shopping Online - Video Listening Quiz (Intermediate +)
• Know Your Rights When Buying Electrical Goods - Video Listening Quiz (Intermediate +)

UK Festivals, Celebrations, Customs and Traditions

• Reading For Information - The Notting Hill Carnival (Pre-Intermediate +)
• The Notting Hill Carnival - Integrated Skills Lesson (Intermediate +)
• The Notting Hill Carnival - Listening Comprehension (Intermediate +)
• English Words for New Year Celebrations - Picture Vocabulary (Beginner +)
• English Words for New Year Celebrations - Picture Matching Quiz (Beginner +)
• New Year Celebrations in The UK - Integrated Skills Lesson, with Audio (Upper Elementary +)
• Hogmanay: Scottish New Year - Quizzes and Activities (Elementary +)
• More New Year Traditions and Celebrations (All Levels)
• New Year: The History of Auld Lang Syne - Listening Activity (Upper Elementary +)
• Pancake Tuesday - Quizzes and Activities (All Levels)
• April Fool's Day - Reading, Vocabulary, and Grammar Lesson (Pre-Intermediate +)
• Easter Customs and Traditions - Reading and Listening Lesson (Beginner +)
• Bonfire Night (November 5)- Online Quizzes, Lessons and Games (All Levels +)
• Christmas Vocabulary - Picture Word Bank (Beginner +)
• Christmas Vocabulary - Picture Matching Quiz (Beginner +)
• Christmas in The UK - Reading Activity (Elementary +)
• More General Christmas Lessons and Activities (All Levels)
• Christmas Shopping in The UK - Reading Comprehension Quiz (Pre-Intermediate +)
• Christmas Shopping in Oxford Street - Reading and Listening (Intermediate +)
• Christmas Shopping - Picture Word Bank (Beginner +)
• Christmas Shopping - Picture Matching Quiz (Beginner +)
• More Christmas Shopping Quizzes, Games and Printables (All Levels)
• Guy Fawkes Celebrations (November 5) - Multiple Choice Listening (Pre-Intermediate +)
• Guy Fawkes and The Gunpowder Plot (Upper Intermediate, B2+)
• Halloween (October 30) - Online Games and Worksheets (All Levels)
• St George's Day - Quizzes, Games and Activities (Beginner +)
• The Legend of St George - An Easy Graded Reader (Upper Elementary +)
• The Legend of St George - Reading Comprehension Quiz (Upper Elementary +)
• How to Make St George's Day Cottage Pie - Video Listening Quiz (Intermediate +)

UK Travel and Tourism and Tourist Attractions

• ECO Friendly Ways To See London - Integrated Skills Lesson (Upper Intermediate / IELTS)
• Typical British Food - Multiple Choice Reading Quiz (Elementary +)

Cultural Icons, Famous Places, and Historical Events

Britpop and music, cinema and the arts, uk cultural and religious celebrations, festivals, and holidays.

• The Beltane Fire Festival (May 1)(Pre-Intermediate +)
• Christmas Shopping in Oxford Street (Intermediate +)
• The Notting Hill Carnival (Pre-Intermediate +)
• New Year Celebrations Elementary +))
• New Year Celebrations (Upper Elementary +))

Health and Safety Laws in The United Kingdom

• Health and Safety at Work - Know Your Rights (Pre-Intermediate +)
• Staying Safe Around Fireworks - Integrated Skills Lesson (Intermediate +)

Consumer Rights and The Law

• Teaching adults
• Lesson plans
• Intermediate B1

Life in the UK

This lesson plan for teachers of teenage and adult students at intermediate level and above is based on the theme of life in the UK. Students will practice tlistening and reading for specific information. +

Introduction

In this lesson, learners read about the different countries of the UK: England, Scotland, Northern Ireland and Wales.

They practise reading for specific information, and guessing the meaning of words from the context, both important reading micro-skills. There is an optional extension in the form of a role-play, in which groups of learners compete to persuade a professional couple to move to 'their' UK country.

Aged 13-17 and Adult (CEFR B1+)

50 mins + extension activities

Learning objectives

• listen for specific information
• read for specific information
• Practise the learing strategies of note-taking and brainstorming
• Lesson plan
• UK country texts
• Reading quest
• Vocabulary worksheet - post reading
• Roles play cards - for extension

You'll also need access to the Internet to display the video:  https://learnenglish.britishcouncil.org/general-english/video-series/word-street/wots-loch-ness/four-nations

Research and insight

Browse fascinating case studies, research papers, publications and books by researchers and ELT experts from around the world.

See our publications, research and insight

• Study Materials Chapter 1: The Values and Principles of the UK Chapter 2: What is the UK? Chapter 3: A Long and Illustrious History Chapter 4: A Modern, Thriving Society Chapter 5: The UK Government, the Law and Your Role

TESTS 1 to 13

Tests 14 to 26, tests 27 to 40, chapters 1-2.

• EXAMS EXAMS 1 to 6 British Citizenship Test 1 British Citizenship Test 2 British Citizenship Test 3 British Citizenship Test 4 British Citizenship Test 5 British Citizenship Test 6 EXAMS 7 to 12 British Citizenship Test 7 British Citizenship Test 8 British Citizenship Test 9 British Citizenship Test 10 British Citizenship Test 11 British Citizenship Test 12 EXAMS 13 to 16 + BONUS Exam British Citizenship Test 13 British Citizenship Test 14 British Citizenship Test 15 Life in the UK Exam 16 NEW Exam 17

Exams 1 to 17

Support this project

Lifeintheuktestweb has been created as a free source to help migrants prepare for the British Citizenship test. If you like this project and would like to help us maintain it please donate.

© Copyright 2024 | Life in the UK Test Web   | All Rights Reserved |  Terms and Conditions |  Privacy Policy

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Life in the UK - Lesson 7

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Test preparation

Life in the UK

Britain since 1945 - Arts and Culture (fashion, design & literature)

13. Literature

12. Fashion and design

11. 2010 onwards and Brexit

2. Notable British people QUIZ

9. Labour government 1997-2010

8. Conservative government 1979-1997

7. British inventions of the 20th century QUIZ

6. Europe and the Common Market

5. Problems in the economy in the 1970s

4. Social change int eh 1960s

3. Migration in post-war Britain

10. Conflicts in Afghanistan and Iraq

1. The welfare state

The welfare state

• 1945 the British people elected a Labour government
• Prime Minister was Clement Atlee promised to introduce the welfare state outlined in the Beveridge Report
• social security was introduced
• government took into public ownership (nationalised) the railways, coal mines and gas, water and electricity supplies.
• 1948, Aneurin (Nye) Bevan, the Minister for Health established the National Health Service (NHS)
• 1947, independence was granted to nine countries, including
• Ceylon (now Sri Lanka)
• Joined the new North Atlantic Treaty Organization (NATO), an alliance of nations set up to resist the perceived threat of invasion by the Soviet Union and its allies.
• 1950s were a period of economic recovery after the war and increasing prosperity for working people.

Notable British people from the 20th Century

Research the following people (Click on the link)

• Clement Attlee (3.6.1)
• William Beveridge (3.6.1)
• R A Butler (3.6.1)
• Dylan Thomas (3.6.1)
• Mary Peters (3.6.5)
• Margaret Thatcher (3.6.7)
• Roald Dahl (3.6.7)
• What did they do? Why are they notable British citizens?

Click on the following link for a QUIZ about notable British people from the 20th century

Migration in post-war Britain

• There were labour shortages after World War 2
• British government encouraged workers to come to Britain
• from Ireland and Europe
• West Indies from 1948
• During the 1950s, there was still a shortage of labour
• For about 25 years, people from the West Indies, India, Pakistan and (later) Bangladesh travelled to work and settle in Britain

Social change in the 1960s

• Period of significant social change, known as ‘the Swinging Sixties’
• Growth in British fashion, cinema and popular music
• The Beatles and The Rolling Stones were popular bands
• Social laws were liberalised - divorce and abortion
• Position of women in the workplace also improved
• Technological progress - Britain and France developed the Concorde
• Immigration fell in the late 1960s because the government passed new laws
• Post-war economic boom came to an end
• Prices of goods and raw materials began to rise sharply
• The exchange rate between the pound and other currencies was unstable
• Many industries and services were affected by strikes and this caused problems between the trade unions and the government
• The 1970s were also a time of serious unrest in Northern Ireland.
• 3,000 people lost their lives in the decades after 1969 in the violence in Northern Ireland.

Problems in the economy in the 1970s

Europe and the Common Market

• West Germany, France, Belgium, Italy, Luxembourg and the Netherlands formed the European Economic Community (EEC) in 1957.
• The EEC became a part of the European Union in 1993.
• The UK was a full member of the European Union, but formally left in on 31 January 2020.

Conservative government from 1979 to 1997

• Margaret Thatcher, Britain’s first woman Prime Minister (PM), led the Conservative government from 1979 to 1990.
• The government made structural changes to the economy through the privatisation of nationalised industries
• Put legal controls on trade union powers
• Traditional industries, such as shipbuilding and coal mining, declined.
• In 1982, Argentina invaded the Falkland Islands, a British overseas territory in the South Atlantic.
• UK military action led to the recovery of the islands
• John Major was the next Prime Minister and helped establish the Northern Ireland peace process.

Labour government from 1997 to 2010

• In 1997 the Labour Party led by Tony Blair was elected.
• The Blair government introduced a Scottish Parliament and a Welsh Assembly
• In Northern Ireland the Good Friday Agreement signed in 1998
• Northern Ireland Assembly was elected in 1999 but suspended in 2002. It was not reinstated until 2007.
• Gordon Brown took over as Prime Minister in 2007

Conflicts in Afghanistan and Iraq

• Throughout the 1990s, Britain played a leading role in coalition forces involved in the liberation of Kuwait and the conflict in the Former Republic of Yugoslavia.
• Since 2000, British armed forces have been engaged in the global fight against international terrorism and against the proliferation of weapons of mass destruction, including operations in Afghanistan and Iraq.
• British combat troops left Iraq in 2009

2010 onwards and Brexit

• In May 2010 the Conservative and Liberal Democrat parties formed a coalition
• The leader of the Conservative Party, David Cameron became PM
• On 23 June 2016 the Conservative Party called a referendum on the UK's membership of the European Union (EU)
• The UK voted to leave the EU
• 13 July 2016 - Theresa May became PM
• 24 July 2019 - Boris Johnson became PM
• 31 January 2020 - the UK formally left the EU
• Sept 2022 - Liz Truss became PM
• Oct 2022 - Rishi Sunak became PM

Some great British inventions from the 20th century (Click on the red dot)

Fashion,design and literature

Fashion and design

• Thomas Chippendale (designed furniture in the 18th century)
• Clarice Cliff (designed Art Deco ceramics)
• Sir Terence Conran (a 20th-century interior designer)
• Fashion designers
• Alexander McQueen
• Vivienne Westwood

Fashion - Vivienne Westwood

Fashion - Alexander McQueen

Fashion - Mary Quant

Designer - Sir Terence Conran

Designer - Clarice Cliff

Designer - Thomas Chippendale

• Nobel Prize in Literature have been won by
• Sir William Golding (novelist)
• Seamus Heaney (poet)
• Harold Pinter (playwright)
• Agatha Christie wrote detective novels
• Ian Fleming wrote James Bond novels
• JRR Tolkien wrote The Lord of the Rings
• The Man Booker Prize for Fiction - awarded annually for the best fiction novel written by an author from the Commonwealth, Ireland or Zimbabwe.
• Notable British authors and writers
• Jane Austen (1775–1817) was an English novelist. Her books include Pride and Prejudice and Sense and Sensibility.
• Charles Dickens (1812–70) wrote a number of very famous novels, including Oliver Twist and Great Expectations.
• Robert Louis Stevenson (1850–94) wrote books which are still read by adults and children today, including Treasure Island, Kidnapped and Dr Jekyll and Mr Hyde.
• Thomas Hardy (1840–1928) was an author and poet. His best-known novels include Far from the Madding Crowd and Jude the Obscure.
• Notable British authors and writers (continued)
• Sir Arthur Conan Doyle (1859–1930) wrote Sherlock Holmes.
• Evelyn Waugh (1903–66) wrote satirical novels. His best known is Brideshead Revisited.
• Sir Kingsley Amis (1922–95) was an English novelist and poet. The most well-known is Lucky Jim.
• Graham Greene (1904–91) wrote novels, including Our Man in Havana.
• J K Rowling (1965–) wrote the Harry Potter series of children’s books.

Literature - British Poets

• British poets
• Anglo-Saxon poem Beowulf
• Chaucer’s Canterbury Tales
• Shakespeare wrote many sonnets (poems which must be 14 lines long)
• William Wordsworth - inspired by nature
• Sir Walter Scott - inspired by Scotland
• popular in the 19th century - William Blake, John Keats, Lord Byron, Percy Shelley, Alfred Lord Tennyson, and Robert and Elizabeth Browning
• Wilfred Owen and Siegfried Sassoon – inspired to write about their experiences in the First World War.

Acknowledgements

All information is from:Life in the United Kingdom: A Guide for New Residents - 3rd Edition. Published by TSO on behalf of the Home Office

BRITISH LIFE AND CULTURE

Jul 29, 2014

1.62k likes | 3.92k Views

BRITISH LIFE AND CULTURE. What is the difference between UK, England, Great Britain (GB) and British Isles? .

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Presentation Transcript

What is the difference between UK, England, Great Britain (GB) and British Isles?

"England" is sometimes, wrongly, used in reference to the whole United Kingdom, the entire island of Great Britain (or simply Britain), or indeed the British Isles. This is not only incorrect but can cause offence to people from other parts of the UK. Why is England or the UK sometimes called Britain?

England, Scotland, Wales, Great Britain refer to different 'parts of the UK. The British Isles includes many islands not even part of the UK.

BRITISH ISLESThe British Isles - made up of several islands. Great Britain is the largest one.

The British Isles is a geographically term which includes two large islands, Great Britain and Ireland, and 5,000 small islands, most notably the Isle of Man which has its own parliament and laws. What is the British Isles?

The British Isles are occupied by two nations: 1. United Kingdom - a union of: England Scotland Wales Northern Ireland 2.Republic of Ireland

U.K.The UK's full and official name is the "United Kingdom of Great Britain and Northern Ireland".

The UK is situated north-west of the European continent between the Atlantic Ocean and the North Sea. It has a total land area of 244,100 square kilometres, of which nearly 99% is land and the remainder inland water. From north to south it is about 1,000 kilometres long. Where is the UK?

England - The capital is London. Scotland - The capital is Edinburgh . Wales - The capital is Cardiff. Northern Ireland - The capital is Belfast. What countries make up the UK?

GREAT BRITAINGreat Britain comprises only England, Scotland and Wales.

Great Britain is the official name given to the two kingdoms of England and Scotland, and the principality of Wales. Great Britain is a political term which describes the combination of England, Scotland, and Wales, the three nations which together include all the land on the island. It is also a geographical term referring to the island on which the greater parts of England, Wales and Scotland are situated. What is Great Britain?

ENGLAND • is the biggest country in the UK • is a country in the UK and occupies most of the southern two thirds of Great Britain. The total area of England is 130,410 sq km (50, 352 sq mi).

23 April - The national day of England is St George's Day. National Day in ENGLAND

SCOTLAND • Scotland is in north-west Europe and is part of Great Britain, an island country and the United Kingdom (UK) • Scotland is a mountainous country in the north of the island of Great Britain and shares a land border to the south with England and is bounded by the North Sea on the east and the Atlantic Ocean on the west. Its capital city is Edinburgh. • Scotland has some 790 islands - 130 inhabited.

30 November - The national day of Scotland’s is St Andrew's Day National Day in SCOTLAND

WALES • Wales is in north-west Europe and is part of Great Britain, an island country and the United Kingdom (UK) . • Wales is bordered by England to the east, the Bristol Channel to the south, St George's Channel in the west, and the Irish Sea to the north.

1 March - The national day of Wales is St David's Day. National Day in WALES

17 March - The national day of Northern Ireland is St Patrick's Day National Day in NORTHERN IRELAND

Where is the UK? The UK is situated north-west of the European continent between the Atlantic Ocean and the North Sea. It has a total land area of 244,100 square kilometres, of which nearly 99% is land and the remainder inland water. From north to south it is about 1,000 kilometres long What is the official name of the UK? The official name of the UK is the "United Kingdom of Great Britain and Northern Ireland". What countries make up the UK? England, Scotland, Wales, Northern Ireland What is the capital city of the UK? London What are people called in the UK? People in the UK are called British although they have different nationalities. QUESTIONS

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Powering new business models for life insurers through digital transformation

A life insurance buying spree fuelled by the COVID-19 pandemic has ended, with sales activity falling back nearly to pre-pandemic levels, according to new data from two industry research firms. Applications for life insurance policies fell 6.5% year to date through mid-August, compared with the same period in 2021.

In light of these events, life insurers are taking a fresh look at new avenues for powering growth and exploring new business models — what if life insurers, which typically rely on intermediaries and agents for their distribution, established a direct relationship with the end consumer to acquire them? In an industry that doesn’t provide much opportunity for interactions with customers, what if they found a route to increased customer engagement that identified new ways of helping the customer and driving brand loyalty? And finally, how can they keep up with evolving expectations of millennials around when and where to engage, a cohort where only 34% own a life insurance policy?

While facing these challenges and opportunities, life insurers are embracing digital transformation initiatives as a critical enabler to power this next wave of growth. McKinsey has estimated that a 50% uplift in digitally enabled sales through investments in best-in-class digital marketing capabilities.

The Digital Strategy Group at Adobe, a team that partners with customers on their customer experience strategy to achieve their business goals, has identified three key themes to assess digital maturity and execution readiness.

1. Enhancing customer engagement and interaction data — shift from traditional products to holistic solutions and value-added services

Traditionally, insurers interacted with customers only sporadically, at the policy purchasing, policy renewal and claim filing stages. Advisors have relatively few touchpoints with their clients — perhaps only once a year during an annual policy review. Expanding into wellness and goal-based planning or financial wellness as value-added services allows carriers to enhance customer interaction points, gather associated data and build a data-based understanding of their needs.

For example, John Hancock Vitality, a life insurance programme taps into a network of partners to reward healthy habits and offer wellness tools and resources. This lets them engage with customers on a regular basis, which can be especially key in times of crisis, like the pandemic, because it allows for a deeper understanding of the challenges customers face and how the company can alleviate them. The information collected makes it easier to direct Vitality customers toward traditional John Hancock products, such as retirement plans.

2. D2C acquisition at scale — achieve high growth and build simple products

The second challenge the industry is solving for is the issue of intermediaries between the carrier issuing the policy and the policyholder or customer. Carriers such as MetLife and Prudential are embarking on building this direct relationship with the customer through paid media or affinity partners to supplement their existing distribution network.

The starting point here is high growth, high margin and simple products that can be sold end-to-end digitally. MetLife is focusing on pet insurance (acquired), which is expected to grow at double-digit rates CAGR compared to just 3-4% for traditional insurance products. Over time, by bringing together their customer profiles from this D2C distribution channel with profiles from traditional lines of business, MetLife can enhance their understanding of each customer’s product preferences, budget, spending habits and more. Ultimately, this can translate into higher precision and tailored outreach around each individual’s needs.

3. Activating personalisation — deliver omnichannel advice during moments that matter

Finally, when carriers develop holistic offerings and a direct relationship with the customer, they can deliver greater personalisation and identify key moments that matter for their policyholders across multiple channels. Identifying and acting on these key moments requires an ability to capture “intent” data and stitch pseudonymous identities for event-based triggers. Being able to offer products to prospects or customers at key life moments has been shown to have the highest correlation with increasing sales and driving cross-sell, upsell and retention by reinforcing the product value proposition aligned to the customer intent and need.

For example, Prudential is looking to deliver an omnichannel advisor experience for their team of 3,000 advisors who switch seamlessly among physical, digital and hybrid channels — engaging with customers when and where they choose to be engaged. The digital experience is delivered as part of their assurance IQ platform (acquisition).

These are the key questions to think about:

• How can carriers identify the most valuable products and offerings for prospects? Are they able to generate insights based on their life stage and interests?
• How can carriers cross-sell into their existing large customer bases across their distribution channels? Is there a single view of the customer across their individual and institutional lines of business or do data siloes need to be stitched together?
• What capabilities must carriers add to develop the most promising broker and intermediary relationships?
• How can carriers enable a seamless hybrid experience to meet the customer when and where they would like to engage, switching between digital and advisor channels?
• How can carriers surface the next best action to increase advisor interaction with customers at key moments?
• How can carriers analyse their marketing campaigns performance across channels? Can the teams be more efficient to deliver campaigns to market at speed ?

Case study — transforming the customer experience at a global carrier with digital capabilities

The journey is different for each carrier. But focusing on building out a common set of foundational digital marketing capabilities will be crucial to any life insurer that wants to consider these extensions to their value propositions.

A large global carrier undertook a similar transformation and decided to pilot an initial set of MVP capabilities to accelerate growth for its retail advisory business by offering retirement solutions over a digital hybrid platform. The goal is to engage with customers on ideal retirement lifestyle with advice on how to manage money, benefits and protection most efficiently. This life-stage focused solution requires digital capabilities around being able to identify and segment customer personas around their demographics and lifestyle needs and then being able to personalise their initial experience on the landing page, based on their segmentation.

A/B testing for different audience segments led to higher performance of their digital sales channels. Further, personalising offerings and home page experience based on life stage led to higher quality leads being qualified for advisor outreach. With a customer data platform (CDP), the carrier can identify their prospects needs based on first- and third-party behavioural signals and orchestrate a personalised journey with advisor touchpoints for them.

For example, if a customer navigates the site and is interested in inflation (first-party data) or their income has changed (third-party data) a message is triggered to the advisor around how messaging needs to be “inflation-friendly” and how to protect their retirement in a down year. AI-powered automation of leads allowed them to activate seven customer nurture flows that nudge customers to interact with advisors for retirement planning.

To learn more about how Adobe is helping life insurers and other organisations in the financial services and insurance industry, check out our industry solutions page .

Suhas brings extensive experience driving digital transformation, both as an external advisor to industry executives and as an operator in corporate environments — particularly in insurance. Most recently, he was at MetLife, leading global digital strategy and transformation teams, under the mandate of the chief digital officer. Prior to that, Suhas spent seven years at EY, advising global financial services clients.

Can Etili also contributed to this article.