Bulgarians preserve a strong connection to their roots, according to findings from the nationally representative survey "The Most Valuable Things to Bulgarians", commissioned by DZI on the occasion of Insurance Day, October 1. The study reveals that 63.8% of respondents consider traditions an integral part of their identity, while 63.5% believe it is important to pass them on to future generations. Interestingly, for more than half of those surveyed, traditions serve more as an expression of belonging and identity than as a daily practice. As a reflection of this connection, many keep photographs, heirlooms, or family objects associated with their heritage.

Health is the undisputed priority among older generations, with 53.4% of people born in the middle of the last century identifying it as the most important thing in life. Naturally, among the youngest respondents, health ranks first for only 19.1%. Attitudes toward money also change with age. For 25.5% of Generation Z, material well-being is of highest importance, while among older generations this share drops to 10.3%.

Earning money brings satisfaction to 57.4% of young people, while love is considered highly important by 20.2% of them. Among older respondents, these figures are 27.6% and 3.4%, respectively. The importance of nature, peace of mind, and time spent with family also increases with age. Another notable finding is the growing value placed on books over the years, rising from 18.1% among younger participants to 39.7% among the oldest respondents. In contrast, the importance of clothing and footwear declines, from 46.8% among Generation Z to 25.9% among Baby Boomers.

Memories prove to be more valuable than possessions. The DZI study shows that for 42.5% of respondents, photographs, albums, and objects connected to life experiences are the things they would never part with. These significantly outrank purely material possessions such as clothes, shoes, televisions, books, household appliances, jewelry, and watches, making memories the most enduring “asset” for Bulgarians.

Good upbringing is viewed as the most valuable legacy Bulgarians wish to leave behind. Chosen by 61% of respondents, it places far ahead of moral values (14.3%), knowledge and skills (13.2%), property and home ownership (4.7%), and financial security (4.2%). The results show that despite increasingly dynamic lifestyles, technological advancement, and economic challenges, Bulgarians continue to place people and relationships above material possessions. For 42.7%, family is the most valuable thing in life, while 40.8% say health. Friends and finances follow at 15% each, highlighting a significant gap between fundamental human values and material factors.

The survey findings also indicate that, unfortunately, the most valuable things are not always the best protected. While 88.2% of respondents describe health as “extremely valuable” and 79.8% say the same about family, only 24.2% have experience with life insurance, compared to nearly 70% who hold motor insurance policies.

"The results confirm something very important: regardless of age, income, or lifestyle, Bulgarians place health, family, memories, and the people they love above all else. The survey data clearly shows that values remain a guiding force in Bulgarian society and create significant potential for the development of insurance culture, helping protect what matters most over time. This fully aligns with the message of DZI's 80th anniversary campaign: 'You Love It. Insure It,'” DZI commented.

The survey was conducted in September 2026 by BluePoint through online interviews with 600 men and women aged 18 to 65 from Bulgaria's urban population.