In a recent survey it was found that mothers in Australia would change dirty nappies, visit the dentist, rather than face the reality of getting life insurance. According to the research by Lonergan, as many as one in four would prefer the nappies and one in five the discomfort of the doctor and dentist's chair than addressing the issue.
Even though 83 percent say their untimely death would place a huge financial burden on their family, more than 62 percent do not have life insurance.
AdvertisementOf the 1032 women aged between 30 and 44 surveyed, 85 percent were frustrated with the industry, with costs, time and a lack of understanding of the benefits the main concerns.
With two thirds of the surveyed mums in charge of household administration, this leaves a lot of families uninsured.
Dee Madigan, panellist on ABC TV's 'The Gruen Transfer' and creative director of Madigan Communications, said for mums the "what happens if I die" question is "almost too awful to deal with".
"Insurance is really tricky to sell because you're basically selling a product people will hopefully never need," News.com.au quoted Madigan as saying.
"We know from lots of research that if you show something truly tragic, rather than motivating people to act, it has the opposite effect - people shut down and don't respond.
"That's why even life insurance tends to be dealt with in a reasonably light-hearted way," she said.
Amanda Connors, marketing director for Priceline, which has just launched a new insurance product aimed at women with families, said so far the insurance industry hasn't been able to find a way to really reach mums.
"Mums, more than anyone, know how important it is to safeguard their families - they do it every day, but they don't want to have to trawl through masses of paperwork and jargon when it comes to insurance," she added.
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