Concluding this year’s Women in Protection Network Conference 2022, the final panel session focused on how the protection market can better engage with consumers by using simple language to explain products and its offering, and the need to move away from more traditional marketing strategies.
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...
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