CASE Study: 21st Century Insurance / Insurance & brand purpose

Defining trust through transparency and control

scenarioDNA helped 21st Century Insurance examine purpose and trust in a politically charged category. Analysis of cultural narratives and stakeholder expectations informed a positioning framework built around transparency, control, and adaptive security.

The question: What can trust mean in a contested category?

21st Century needed to define its purpose within a complex insurance landscape. The challenge was to understand the expectations surrounding the category and find a coherent foundation for the brand's role.

The research: Examining the expectations around assurance

We analyzed cultural narratives, stakeholder expectations, and emerging attitudes toward data, flexibility, and assurance. This brought several dimensions of trust into view, helping the team consider how expectations of information, choice, and security related to the brand's positioning.

The application: A clearer foundation for purpose

We developed a purpose-led positioning framework grounded in transparency, control, and adaptive security. The work provided a basis for differentiation and strategic coherence, connecting the brand's purpose with the cultural expectations shaping how insurance was understood.

Explore our approach: Culture Mapping · Cultural Research & Intelligence