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29 March 2021
How people feel about information matters more than its usefulness
Consumer sentimentMarketing to older adults (55+)
Senior-focused company Saga needed to improve how it spoke to its (potential) customers, many of whom felt anxious thinking about their future welfare, and engaged current research to tailor both product and communications.
Why it matters
Our appetite for health and wealth information diminishes with age, even if knowing it can help us. Humans will choose to learn new information depending on how it makes them feel, which has particular implications for financial services brands and companies with older client bases.