Published by Trustmark Voluntary Benefits on September 25th, 2025



Life Insurance Awareness Month serves not only as a reminder to pause and reflect on the importance of life insurance, but as a time for us in the industry to reflect on how we can communicate the importance of owning coverage. Recent research from LIMRA found that the number one reason people don’t buy coverage is that they think it’s too expensive.1 This year, we’re celebrating by helping people see the importance of playing The Long Game — that the valuable protection of life insurance costs less than many everyday luxuries.

To kick off Life Insurance Awareness Month, we took to the street to test people’s knowledge on life insurance, it's cost compared to everyday expenses, and if they thought people should be playing The Long Game. 



Additionally, we took to social media to gain a better understanding of how people perceive the cost of life insurance, how it compares to different everyday items, and why people are reluctant to get coverage.

Life Insurance vs Coffee 

In our first poll, we asked, “What costs more on average, a 25-year-old's weekly spend on coffee, or their weekly spend on a $100K Trustmark Universal LifeEvents policy?”

Of the total respondents:
  • 95% believe coffee to be more expensive per week
  • 5% believe life insurance to be more expensive per week 
An overwhelming majority of respondents were correct in their assumption that coffee is more expensive per week ($21/week)2 than $100,000 life insurance policy for a 25-year-old. But many do not understand just how much more cost effective it can be if they get coverage at an early age: a $100,000 Trustmark Universal LifeEvents® policy can be as little as $9.99/week for someone purchasing coverage as a 25-year-old.3  

Life Insurance vs Streaming Services 

In our second poll, we communicated that for many adults, a week’s worth of streaming services can cost more than a month's worth of life insurance, proceeding to ask, “How much do you think the average person spends on streaming services each month?” 

Of total respondents:
  • 59% believed the average person spends over $50 per month on streaming services
  • 23% believe the average person spends between $30 – $40
  • 15% believe the average person spends $20 – $30
  • 3% believe the average person spends $10 – $20 
Of our respondents, 41% underestimated the average, not knowing that on average people spend $69 per month on streaming services.4 By contrast, for a 35-year-old, a Trustmark Universal LifeEvents® policy can be as little as $58 a month.3

Life Insurance – Why Don’t Young People Purchase? 

In our final poll, we asked, “What do you think is the biggest factor in young adults not purchasing life insurance?” 

Of total respondents:
  • 60% said they believe it’s because young adults think they’re healthy & don’t need it
  • 40% said it’s because they think it’s too expensive
  • No respondents believed it was due to the topic, or because it involves too much paperwork 
While a majority of respondents (60%) said they believe it’s because young adults think they’re healthy, outside data shows that many young adults actually do not purchase life insurance because they think it’s too expensive.1

It’s Clear Now More Than Ever That There Is an Opportunity To Help Educate Consumers on the Value of Playing the Long Game.

One suggestion we believe can help reduce the stigma around the cost of insurance is by reframing conversations to feel more relatable to their current spending habits. It’s easy to picture the cost of a few cups of coffee or a month of Netflix. It’s harder to picture a line on a premium statement. Saying coverage costs “$12 a week” is more likely to resonate more than “$48 a month.”

Additionally, leading with value, not fear, can help people better understand the true value of getting coverage. To often is the conversation centered around the “what if” moments. Instead, we suggest reframing the conversation around securing peace of mind for their future. When you frame coverage as securing low rates and building financial flexibility, it tends to click more than leading with “what if.”

…

Life insurance isn’t about a quick win; it’s a strategy to help you secure your future. No matter when you start, the sooner you start playing The Long Game, the stronger the long-term impact can be.

Help us show others the importance of playing The Long Game by sharing this message across your social media and encourage others to think about not just why life insurance matters to them, but how it can shape a safer future for their loved ones.

Sources:
1 Three Misconceptions May Deter American from Getting the Life Insurance They Need. LIMRA. 2023.
2 Coffee Statistics: Consumption, Preferences, & Spending. Drive Research. 2024.
3 With no additional riders. Trustmark Book of Business. 2025. 
4 Americans Now Spend $69 per Month on Video Streaming — and Nearly Half Think It’s Too Much. Variety. 2025.