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Saga: Generation Experience, 60s
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New research from Saga reveals the majority (70%) of over 50s feel that representation of them is unfairly focused on age. According to a poll of 2,100 Saga customers aged 50 and over, two thirds (67%) also say they are more likely to spend with a brand that embraces a positive view about life over 50, focused on experience rather than age. Saga, the UK's specialist in products and services for people over 50, is today launching a new brand campaign focused on changing the way people think about age and showing the more positive side of getting older. The integrated campaign was devised by VCCP London, in partnership with VCCP Media, VCCP CX and Someone, and reveals Saga’s new brand strategy and brand identity. The campaign will engage its core audience, people over 50, using insights, and will lean into its digital channels as well as using brand storytelling to get closer to their customers. Saga has coined this audience as the 'Generation Experience', reflecting the fact that they bring a wealth of vibrant life experience into society. 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 – 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. Saga aims to reset perceptions of over 50s and celebrate 'Generation Experience'. According to Saga data, on average its customers feel 14 years younger than they are and a massive 91% of over-50s want to experience new things and enjoy an active, healthy lifestyle.
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