Phoenix Group is launching its first brand campaign “Let’s Get Ready” which it says reflects its mission of assisting individuals in securing a life of possibilities and is focused on how change must occur if the UK is to help people live better and longer lives.
According to research from the longevity think tank at Phoenix Group, only 15 to 17 million UK individuals have enough saved up to retire when they want and on the income they desire.
The campaign is in response to research from the think tank that reveals people sometimes find it particularly difficult to consider living longer due to the numerous unknowns and their own deeply held assumptions about getting older. One important goal is to change people’s perspectives and remove obstacles that might hinder them from taking full use of the opportunities presented by prolonged life.
Phoenix Group brand director Ben Rhodes says: “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. With over 13 million customers, we have a strong understanding of the issues and concerns people face as they approach retirement and when they retire.
“Many people find that they are not ready for the kind of retirement that meets their expectations and that some of the infrastructure and age-old stereotypes need to be reshaped to ensure that retirement is ready for them.
“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. Our working lives 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.
“Our Let’s Get Ready campaign aims to raise awareness and to progress some of the thinking that is needed if we want people to be able to enjoy their working lives and the time they spend in retirement. We need to look at things differently and get ready for some positive changes. Creating an environment in which people can think and talk about work and retirement differently will also help raise awareness of the level of financial security that people will need to achieve.”