Saga relaunches brand to celebrate ageing

CEO Euan Sutherland believes the campaign will broaden Saga’s appeal and more accurately reflect its positively-minded customer baseis and is part of a wider brand revitalisation tied to Saga’s transformation strategy

Saga, the UK’s specialist in products and services for people over 50, has announced a rebrand focused on changing the way people think about age and showing the “more positive side of getting older”.

The firm said the campaign is part of Saga’s wider data, digital and brand strategy, which champions what Saga is calling “Generation Experience” – celebrating over-50s who represent over a third of the UK population.

The integrated campaign, based on “deep customer insight”, will see the launch of new TV advertising and will lean into Saga’s digital channels.

Saga said that the over 50s are the fastest growing demographic in the UK, and one that holds the most spending power comparatively. 27.9 million people will be over the age of 50 by 2030 in the UK, and 63p of every £1 will be spent by people over 65 in 2040.

But despite the “significance of this group” – and rising awareness of the need for greater cultural representation of gender, race and disability – Saga said age is “often left out of the conversation and either invisible or marginalised in cultural content”. Only 29% of TV adverts feature characters over the age of 50, with just 12% in lead roles.

According to Saga data, on average its customers feel 14 years younger than they are, and 91% want to experience new things and enjoy an active, healthy lifestyle. Saga spoke to more than 2,000 over 50s in the last week and two thirds (67%) also said they were more likely to spend with a brand that embraced a positive view about life over 50, focused on experience rather than age.

Euan Sutherland, CEO of Saga Group said: “People are living longer than ever before; they are working longer; they are helping their families; they are contributing to society. We know our customers do not feel old – they feel as if they are experienced. They have lived full lives, have so much to give and fully intend to make the most of each and every day.

“Our new brand strategy champions what we are calling Generation Experience”– the discerning, sharp and savvy over-50s who represent over a third of the UK population. It’s time for businesses and organisations of all sizes to have a conversation about age. As a purpose-led business with over 70 years’ experience, it’s one that we think Saga is ideally placed to lead.”

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