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Young People and Pensions |
Background
Our client the DSS had run a pilot campaign aimed at changing attitudes towards pension planning among 18-35 year olds. Feedback was needed on both the literature and the fulfilment process with an eye to approaching the pensions industry about co-operation for distributing the information nation-wide.
Objectives
The aim of the research was to assess reactions to the mailing; identify the outcome amongst the target audience; as well as provide recommendations for roll-out.
Approach
A series of individual, face-to-face interviews was held amongst the target group. This allowed us to track individual decision-making processes in response to the communications and assess their effect on young people’s perceptions of pensions.
Outcome
The literature - a ‘lighter’ mailshot and a ‘more serious’ fulfilment pack - worked well. The format caught the target’s attention and conveyed the information in a way that made it accessible to this group – a group which had previously resisted considering pensions. By offering independent, understandable information which encouraged readers to take action, but did not press them, the literature started to change young people’s attitudes towards pensions.
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Case Studies