The Association of British Insurers (ABI) is launching an advertising campaign urging workers not to work like a dog all their lives and love their pension.
The advert, promoted via Facebook and Instagram direct to the younger audiences it is designed for, comes as pension contributions are set to increase next April from 3 per cent to 5 per cent.
The ABI is trying to ensure that young people value their pensions, and therefore reduce the chance of them opting out as the rates increase.
Yvonne Braun, director of policy, long-term savings and protection at the ABI, said: "Having enough savings to fund your retirement is a very serious matter, but scaring people about their future finances or trying to lecture them on what they should be doing will not help younger workers engage with these issues.
"Instead we are encouraging positivity about pensions, to complement the policy work we already do to increase transparency and engagement."
As part of the campaign, the ABI's video advertisement features several dogs talking about their future plans, with the message "to avoid working like a dog your whole life, love your pension."
But Chris Daems, director of Cervello Financial Planning, said while he thinks the advert and campaign is clearly well put together he feared that the ABI is looking at this challenge from their perspective instead of their target audience.
He said: "While I understand the importance of the message most consumers don't need to love their pension; but instead find the best route to achieve financial independence.
"I believe that the more we talk to people about their hopes, dreams and aspirations instead of products we will start to engage more people. The campaign also seems to ignore the changing nature of work and retirement focusing on what you might
do in 40 years.
"Whilst this might have been appropriate for previous generations the reality is that it is an outdated message in 2018."