Saga: focuses more on “generational experience” with specialized research acquisition

London – March 23, 2022: Saga, the UK-based specialist in products and services for people over 50, today announces the acquisition of Big Window, a leading research and analytics company focused on aging.

The move is a key part of Saga’s broader data, digital and brand strategy, which champions what Saga calls “Generation Experience” – the insightful, sharp and savvy people over 50 who bring a wealth of vibrant life experience to society and make up over a third of the UK population.

Saga customers feel on average 14 years younger than them and, according to a study analyzed by the Big Window, most people over the age of 50 (71%) feel that their portrayal in the media is unfairly centered on age. Contrary to stereotypes, the majority lead active lives and feel they have a lot to give. For example:

  • New friendships: 24% of 65-74 year olds and 31% of 75+ year olds have made valuable friendships through volunteering
  • Sport and exercise: 51% of 65-74 year olds exercise and play sports regularly to stay healthy – as much as their younger counterparts
  • Culture: 43% of 65-74 year olds do things like go to the theater or art galleries

The over 50s are the fastest growing demographic in the UK and the one with the most purchasing power comparatively. 28.2 million people will be over 50 by 2031 in the UK, and 63p of every pound will be spent by people over 65 in 2040. Saga aims to get people to think differently about age, ensuring that people over 50 are not left out of the debate about the need for greater cultural representation.

Challenge stereotypes to create unique products

The Big Window becomes one of Saga’s business units and will act as an internal “knowledge agency”, creating unique points of difference for travel, insurance and personal finance, and magazine customers Saga and online content.

CEO Lisa Edgar joins Saga’s leadership team to oversee the unit, which will also serve customers outside of Saga, with the goal of providing them with a competitive advantage to design unique products and services that match what people over 50s think and feel, rather than outdated stereotypes. .

Big Window CEO Lisa Edgar said: “People over 50 tell us they don’t feel seen for who they really are. Too often they are unfairly stereotyped as older, slower, lower – when the reality is that for millions of people, aging means greater resilience, adaptability and experience.

“I am thrilled to join the Saga team at a time when the company is celebrating the positive aspects of aging, with a focus on the new experiences and adventures that people over 50 want to have. data and information allows us to ensure our experienced clients feel respected and valued.”

Euan Sutherland, CEO of Saga Group, said: “Our customers tell us they consider themselves experienced, not old. We want to create experiences that reflect the reality of life for people over 50 in Britain and not just the stereotypes – promoting a better portrayal of what it means to be ‘experienced’ in business, advertising and media . Adding the Big Window’s unique capabilities to our business means we are well positioned to help drive this change.”


For more information contact [email protected]

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