PSFK speaks to Mike Hafer, SVP, Marketing and Field Execution, North America for Western Union about how his company is building a future-proof, multigenerational strategy

For nearly two centuries, consumers have been using Western Union to securely exchange money and and other communications. As the financial services industry increasingly moves online, legacy brands like Western Union feel the pressure to keep up with increasingly expectations for frictionless, mobile experiences. Rather than simply shift to a high-tech, millennial-friendly system, though, the company has chosen to embrace its multi-generational audience, thoughtfully building products and marketing campaigns that can speak to users of any age.

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