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Getting Started (18-25)

The focus of communications in this age group should be on laying the groundwork for future capability, by increasing confidence over time and creating a culture of saving that starts early. Communications should be simple and practical, imparting key pieces of information without overburdening.

A variety of channels could be used including web chat and online resource portals. Communications in this generation can be about reassuring them that no action needs to be taken, in essence reinforcing the nudge of automatic enrolment by validating their decision not to opt out. These communications should adhere to the ABI’s simple language guide. 

A Schroders study found 18-35s to place greater importance on Environmental, Social and Governance (ESG) risks. With new rules on the horizon which would oblige schemes to publish their ESG policy and principles, communicating these investment priorities can help engage consumers.

Purpose of communication

  • Reinforce the default to saving, reassuring the consumer that no action needs to be taken.
  • Provide basic information about the nature of DC.
  • Provide links to guidance.

Examples of key messages

“You’ve just started saving for retirement, you don’t need to do anything just yet, just keep saving to help future you!”

“The money you save now will be added to by your employer and the government and invested. So sit back, relax and watch it grow.”

“We make sure that your money is invested in a way that protects the environment and reduces carbon emissions.”