"Be Good at Life" is grounded in insights, gleaned from original research that all generations of consumers aspire to be smart with their money and value financial security as an essential ingredient of living well. This is especially true for maturing Millennials who came of age in the global financial crisis and are struggling with record levels of college debt as they establish families and careers. While making sense of finances can be overwhelming and intimidating, they value the kind of advice that will help them make good financial decisions and be liberated to enjoy life. They also value being part of a safe and strong community, one that will help protect their young families today and grow with them through life's defining moments.
"The 'Be Good at Life' campaign is built on shared values among
"Be Good at Life" also addresses broader societal shifts in defining what it means to "live well."
"Americans are increasingly interested in the quality of their lives today, in addition to the legacies they will leave behind," said
The campaign will debut on
To learn more about the campaign and how to "Be Good at Life," visit www.NewYorkLife.com or follow @NewYorkLife, #GoodAtLife on social media.
Committed to inspiring and enabling people to live better lives by helping them take control of their finances,
*Based on revenue as reported by "Fortune 500 ranked within Industries, Insurance: Life, Health (Mutual)," Fortune magazine, 6/17/16. For methodology, please see http://fortune.com/fortune500/
**Individual independent rating agency commentary as of 8/09/16.
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