Phoenix Group has launched its first brand campaign to advocate for change in the UK to help people live better, longer lives.
Called ‘Let’s Get Ready’, the savings and retirement group intends to use the campaign to tap its core audience of those approaching retirement.
It partnered with creative agency Hello to set up the campaign, which will run from October 27 to December 16.
“Change needs to happen if the UK is to help people live better, longer lives,” the group said in an announcement today (October 27).
The infrastructure and age-old stereotypes need to be reshaped.Phoenix“It recognises that when and how we work, acquire new skills, save for the future or choose to retire, needs to adapt to reflect that we are living longer.”
Research by Phoenix found that between 15mn and 17mn UK adults are not saving enough to retire when they want on the income that they want.
“People are finding that they are not ready for the kind of retirement that meets their expectations,” the group said.
“The infrastructure and age-old stereotypes need to be reshaped to ensure that retirement is ready for them.”
The research also showed people can find thinking about their longer lives particularly daunting, due to the many unknowns and their own “strongly held” stereotypes about being older.
The savings and retirement group wants to “break down” some of these barriers which it believes can prevent people from making the most of the opportunities of living longer.
“This is a significant moment for Phoenix Group as we undertake our first brand campaign to demonstrate how we can advocate for our customers and help the UK rise to the opportunities and challenges of people living longer lives,” said brand director Ben Rhodes.
“With over 13mn customers, we have a strong understanding of the issues and concerns people face as they approach retirement and when they retire.
“There are many deep held perceptions in society about older age and a traditional route is often assumed through education, followed by a life of work and then retirement. These stereotypes need to shift to better reflect how we live today and the fact we are living longer as a nation."
Rhodes said working lives also need to be more flexible and the way in which we choose to work, learn new skills, take time out or retire needs to be much more fluid.
ruby.hinchliffe@ft.com
