Is Blue Cross the new Mark Jacobs?

Most people are known to prefer brands when it comes to fashion, burger joints and laundry soap, but millennials are taking brand preference to a new market: insurance.

According to the Harris Poll’s 29th annual EquiTrend Study, which measures brand appeal over time, millennials are showing more interest in insurance brands than the population in general.

Measuring issues such as quality, familiarity and buying likelihood, the study released this month found that the brands millennials preferred most were Blue Cross Blue Shield for health coverage, Guardian Life Insurance for life insurance and AAA Auto & Home Insurance for property and casualty coverage. 

“Millennials have a stronger affinity for life and property/casualty insurance companies compared to baby boomers and Generation X consumers,” the report states.