Casquinho, ConstançaMarques, Carolina Clérigo e Silva2021-09-062021-09-062021-01-262021-01-26http://hdl.handle.net/10362/123983The present project derives from insurers paradigm shift from reactors to preventers, with the purpose of discouraging sedentarism and stimulate healthy and active routines on its clients. This work project focus on Gen Xers and Millennials’ physical exercise habits, preferences, objectives and barriers. In order to address this challenge, the work project contains several analysis comprehending the internal and external context, and culminates on a set of recommendations to answer the project’s ultimat objective, whilst guaranteeing strategic fit with the insurer.engPhysical exerciseHealthy lifestyleWellbeingHealthInsurance industryPreventionLight usersNutritionChange of habitsSedentarismmaster thesis202742768