The gaps we observe in penetration rates of fundamental benefits provide us with opportunities in two dimensions: improving our messages to employers and to employees. (Photo: Shutterstock)

It's a general perception that people who see a glass as half full are optimists and those who see it as half empty are pessimists. But in our business, that may not be true. Let's consider a half-empty glass as a marketing opportunity.

The half-empty glass is disability income protection. In fact, our metaphorical glass is more than half empty because of gaps at both the employer and employee level. Consider these facts: First, SHRM's 2017 Employee Benefit Study indicated that only 65 percent of employers offer short-term disability income protection and 72 percent of employers offer long-term disability protection. Second, only about half of all eligible employees enroll in disability income protection. Put these together and you have a big gap between the benefits employees should have and those that actually protect them.

Related: 5 way brokers can maximize voluntary benefits portfolios