'Pension' isn't a word that lights up your brain like Disney, Netflix or TikTok. But if those brands can turn cooking, crime and cats into cultural currency, pensions can do more than inform. They can entertain. Connect. Stick.

And in a world where attention is a precious currency, pensions comms can begin to learn a thing or two from the masters of scroll-stopping stories.

Lead with story, not stats.

Disney doesn’t sell parks, it sells magic.

Netflix doesn’t sell TV, it sells suspense.

TikTok doesn't sell video - it sells instant relevance.

And pension comms? They often 'sell' contribution rates, risk levels, and future security. Important? Yes. Memorable? Not quite.

Giving members something to feel first - fear of missing out, comfort of stability, pride in future planning. That emotive hook moves the needle more than a percentage ever will. Because people remember stories, not schemes.

And when only 38% of UK adults feel confident making pension decisions (Pensions & Lifetime Savings Association, 2024), story-driven content doesn't just help with understanding, it builds lasting confidence.

Think episodic, not one-off

A once-a-year pension email is like dropping a single pilot episode and expecting a cult following. Behaviour only shifts when content shows up little and often – in smaller, snackable, repeatable chunks.

Wielding an episodic approach really comes into its own when it comes to complex subjects - like buy-out. With multiple moving parts and characters to remember (pre-buy-in, post-buy-in, buy-out, surplus, wind-up), each 'episode' becomes part of a bigger, compact story. One that's easier to follow, easier to digest – and dare we say, even enjoyable to keep up with.

Think more little-and-often:

• 3-minute explainer videos

• Monthly myth-busting

• Personalised nudges

• Short, snappy reads

Less everything at once.

That way members are primed for binge-consuming (popcorn sadly not included).

And those that binge your comms? They're 52% more likely to increase contributions within the year (Aviva, 2024). There’s your proof - and your push.

Stay connected to their culture

Take TikTok. It thrives by responding in real time to trends, memes and moods of their audience. Pension comms don't need to be meme-driven - just timely, culturally aware, and context-rich.

By tapping into real moments (new tax year, payday, New Year plans, future goals) or using familiar language ("what if your pension was a subscription you forgot to cancel?"), we create on-the-pulse comms that connect to an age-defying, content-consuming mindset.

In 2025, 72% of Gen Z UK workers said they expect their employer to support financial well-being in ways that ‘feel relevant to real life’ (Cushon, 2025). So it's about time pension comms did just that, right?

Our takeaway?

Pension comms don’t need to shout louder.

They just need to tell better stories.

Got thoughts or ideas on this? We’d love to hear them.

At like minds, we blend behavioural insight with creative firepower, helping you build stories members want to follow, not skip. Let’s make pensions the most binge-worthy thing in their inbox, together.