Silveira, Catherine daBolanos, Inês2016-04-052019-01-302016-01http://hdl.handle.net/10362/16939Companies are concerned in attracting and retaining Millennial consumers, especially if their relation with this target audience is weak. This happens in the insurance industry in Portugal and in Fidelidade group specifically. The aim of this study is to recommend a strategy for the insurance group to improve its relationship with these consumers, by conveying its human centric values. In order to address this goal, we developed a qualitative research. The main insight is that Millennials may perceive those values in the industry but do not associate them with insurance brands.engInsuranceFidelidadeMillennialsHuman centric values (HCV)Brand identitymaster thesis201524350