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As generations shift and consumer tastes change, so too must brands that focus on a specific age demo. For Saga, the British portfolio business that targets those 50 and older with holidays, insurance and personal finance services, there are always new customers just around the bend.
“You have to constantly evolve or you lose relevance,” said Stuart Beamish, group chief customer officer for Saga. Saga’s latest marketing effort, called “Experience is Everything,” rolled out following the height of the Covid-19 pandemic.
“Brands
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