Walking through the parking lot of my local grocery store recently, my son turned to me and asked which company I have my car insurance with. I told him I couldn’t remember. He then asked if it was with Allstate. I said no. State Farm? No. He then proceeded to tell me that when he’s old enough to drive, he’d use one of those companies because they seem fun and cool. Did I mention he’s nine? I wasn’t sure whether I should be thrilled that he sort of understands the concept of car insurance or appalled that he knows these two providers by name.

(I’m sure we all have a fondness for certain brands we remember from childhood. I wouldn’t have thought car insurance would be one but, hey, to each his own.)

And while the conversation opened the door for a dialogue about how to be a discerning consumer of content, it also reinforced for me the power of advertising, especially with children.

If statistics from a recent Aflac survey are any indication, your employees are expecting benefits education this year, and lots of it. Three-quarters of employees said they think their employer will educate them about changes to their health care coverage as a result of health care reform, yet only 13% of employers said educating employees about reform was important to their organization.

Every engagement survey I read says that the more employees understand about their benefits, the more loyal they are to their employer and the more engaged they are in their work. So what’s going on here? Do employers think they’re already doing such a fabulous job educating employees they don’t need to do more? Or, are employers not planning on making any changes to their plans this year so don’t see the need to make benefits education a priority? I’m not sure what’s behind this huge disconnect but it’s troubling. Would love to hear what you think. Share your thoughts in the comments.

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