Pension communications should be for doer not readers, focusing on actionable messages that drive behaviour change.
Quietroom’s lead consultant Caroline Hopper’s presentation emphasised the need for effective, user-centric pension communication. The key points mentioned include communicating for “doers, not readers,” noting that people only engage with pension communications if there’s something they need to do or if it fulfills their needs, engaging with AI and communicate to change behaviour, all of which she believes will make a significant difference in pension communications.
Hopper explained that pension communication “is not an art,” as it shouldn’t be subjective or contradictory and should be treated as a craft.
Communication should focus on what users need to do, not just read. “No one opens a pension letter or a pension email just to read it. They’re only going to read your communications if there’s something they need to do.”
She further explained the importance of identifying specific user needs, using gov.uk as an example. She said “They discovered that when people searched ‘bank holiday,’ what they actually needed to know was, when is the next holiday?”
Hopper advocates that pension communications should be just as simple and action-focused.
Her presentation also highlighted the influence of AI on how users interpret information, with examples showing how AI can alter content. The focus was on changing behaviour, with success metrics based on user engagement and actions, not just readership.
She suggests that employers should directly ask employees about their needs regarding pension communications, or utilise resources like Google Trends and ChatGPT to understand common questions and concerns.
Hopper highlighted that AI is increasingly integrated into widely used platforms like phone operating systems, search engines, and email applications, often without users realising it.
She pointed out that “most people are already using AI, whether they realise it or not,” through devices controlled by Apple, Google, or Microsoft.
She warned that AI is already influencing how users consume content: “AI is actually deciding what content is relevant to keep, what should be left out, what it says to keep, it’s going to format, reframe, summarise, and rephrase.”
Hopper also emphasised that pension communication should be aimed at motivating action and suggested measuring success based on behaviour change.
She said: ”If you’re communicating about something that’s not going to change behaviour, whether it’s to start doing something or stop doing something, then you probably shouldn’t really be communicating it.”
