Pension Campaign Launches with ‘Grow Your Pension’ Theme
The fifth annual Pay Your Pension Some Attention campaign has launched, utilizing the theme “Grow Your Pension.” Organized by the Association of British Insurers (ABI) and Pensions UK, the initiative aims to encourage savers to engage more regularly with their retirement funds. A new campaign film draws a parallel between nurturing giant vegetables and building a healthy pension pot, emphasizing the importance of giving pensions time, care, and regular attention.
The film features Kevin Fortey, a 15-time Guinness World Record holder known as “Mr Giant Veg,” alongside Aniket Sardana from Gardeners’ World and home gardener Farida Sober. The campaign directors are asking consumers to visit the Pension Attention website. There, they can find guidance on checking their pension balance, tracing funds from previous jobs, and assessing if they are on track for their desired retirement.
Using giant vegetables to explain the long game
The film features Kevin Fortey, a 15-time Guinness World Record holder known as “Mr Giant Veg,” alongside Aniket Sardana from Gardeners’ World and home gardener Farida Sober. The campaign directors are asking consumers to visit the Pension Attention website. There, they can find guidance on checking their pension balance, tracing funds from previous jobs, and assessing if they are on track for their desired retirement.
The industry-wide engagement campaign, coordinated by the Association of British Insurers (ABI) and Pensions UK and supported by organisations across the pensions sector, has launched under the theme ‘Grow Your Pension’. By teaming up with the UK’s best growers, we want to make pensions feel less like another admin task and more like something worth tending to. Just like the finest vegetables, with attention, care and time, your pension could flourish. The ABI and Pensions UK are banking on the visual appeal of record-breaking produce to make a dry administrative task feel more tangible and less intimidating.
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Understanding the stakes for retirement readiness
Research released alongside the launch highlights a significant disconnect between savers and their retirement planning. More than half of UK adults, 52 per cent, have never checked their pension balance. A third do not know how much is currently in their pension pot. The data also shows that 37 per cent do not understand how their pension grows over time, while 36 per cent believe they may have forgotten pots from previous employment. In addition, 37 per cent said they did not understand how their pension grows over time, while 36 per cent believed they may have pension pots from previous jobs that they have never tracked down.
Almost three in 10 respondents admitted they had no idea how much money they would need for retirement. A smaller but telling group of 13 per cent said they “bury their head in the soil” when it comes to their pension, avoiding the topic entirely. This avoidance can lead to missed opportunities for growth and tracking. As an industry, we have an important role to play in helping people understand their pensions. By coming together with a simple, bold and memorable campaign, we can build on the successes of the past four years and continue to increase engagement.
Financial experts argue that treating a pension like a garden is an apt analogy for long-term wealth building. Emmanuel Asuquo, a personal finance expert, noted that pensions often feel complicated or like a worry for the distant future. He suggested that savers should start by finding existing pensions, reviewing current contributions, and understanding projected retirement outcomes. David Meliveo, chief commercial officer at People’s Pension, added that building retirement income requires patience and time, much like growing the finest vegetables.
He stressed that starting pension saving early gives investments longer to grow, while small, regular contributions can build momentum over the years. He encouraged savers to start by finding their existing pensions, checking what they are paying in and reviewing what their savings are currently projected to provide in retirement. Meliveo also highlighted simple engagement measures, including tracing old pension pots and using provider apps, as ways for savers to better understand how their retirement savings are progressing.
