Adrian Boulding: Personalising pensions to engage 'Generation K'

Inspire, engage and stimulate

clock • 6 min read

Pension communications needs to step beyond dry statutory annual statements into the arena of personalised, highly relevant messaging - and could benefit from the example of the likes of Monzo and Starbucks, writes Adrian Boulding

Just last month, I was lucky enough to attend the Pensions and Lifetime Savings Association's Annual Conference in which internationally-renowned economist, TED Talk giver and five-time author Noreena Hertz spoke. She talked of the need for the workplace pensions world to begin to think more about not only digitising but also personalising auto-enrolment pensions communications to capture the hearts and minds of Generation K. Question one then may well be - who is ‘Generation K'? We used to call them Generation Z. They are the digital natives or ‘connected' generation that immediately fo...

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