Pensions - Articles - Survey confirms success of auto-enrolment marketing

 A Government survey of working age adults has found that almost three quarters of the population are aware of auto-enrolment, the flagship government policy which just last week marked the milestone of seeing four million people brought into workplace pension schemes.

 It follows an advertising push by the Government to encourage people to save more for the future, featuring well known business figures including Dragons’ Den investor Theo Paphitis and vice-chairman of West Ham United and The Apprentice star Karen Brady.

 Commenting on the survey findings Barnett Waddingham senior consultant Malcolm McLean said:

 “It is most encouraging that the Government marketing of these vitally important pension innovations appears to have hit the mark.

 At a time when it is claimed that explaining the offside rule in football is almost as easy as explaining pensions, it is gratifying to note that the Government messages have been expressed in simple everyday language which ordinary people can understand. Expressions like “We are all in” and “If you put money into your workplace pension, your boss will too” have clearly resonated with the general public and have made the campaign the success it certainly is.

 Compared to previous efforts which have fallen short such as the use of talking dogs on the ill-fated stakeholder pension project this represents a major step forward and hopefully will represent a new approach to pensions communications. There is and always has been too much jargon and officialese in pensions speak. We can all surely learn from the results of this survey.”