WiP Network Conference 2022: Marketing to the right audience

Georgia d'Esterre, head of marketing at Guardian Financial Services, opened the conversation by noting that "for a long time there has been quite a slow progress in how we appeal, how we promote and how we talk to consumers." Referencing previous sessions from the conference, she said: "We've talked a lot about representation here today, well I don't see much of that in my day-to-day life that represents me." This was a main focal point for the session - making sure that providers are targeting products to an array of people rather than in many ways, the stereotypical middle-aged adul...