Exploring the pension “X Factor” for generation Y men

Kitty Shaw, Kathryn Waite

Research output: Contribution to journalArticlepeer-review

6 Citations (Scopus)


In order to reduce state dependency in retirement, current UK pension policy automatically enrols employees into workplace pensions. A key component of success is preventing workers opting-out of the workplace scheme. However, Australian research examining auto-enrolment policy indicates that young men prioritise enjoying life over retirement saving. This paper seeks to inform financial services marketing within the new pension auto-enrolment context through examining attitudes towards retirement and pensions amongst young men in the UK. Qualitative data is gathered from 5 dyadic interviews, thematic analysis reveals salient issues of widespread mistrust, negative perceptions of retirement and limited knowledge of auto-enrolment coupled with confidence in future earnings and a desire for greater control. The paper concludes with implications for pensions communications planning.
Original languageEnglish
JournalJournal of Financial Services Marketing
Issue number2
Early online date2 Jun 2015
Publication statusPublished - Jun 2015


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