Saga is a company organised around a particular segment of the population, as opposed to a category of product or service. It serves the over-50s with a combination of financial packages, insurance arrangements, travel (it specialises in cruises), and a magazine.
The first two specialisms, in particular, rely on customers planning ahead or to at least be willing to plan ahead – but what happens when people are not only unwilling but actively choose to reject thinking about current or future welfare?
Many people don’t want to know
It’s not a small number of people, explains Lisa Edgar, founder and...