The Pension Quality Mark (PQM) has launched a communications guide in partnership with the creative agency Landscape.
The Good Communications Guide is free and available to anyone who wants to improve pensions communication and engagement.
It covers running a great campaign, strategy and understanding the audience.
During the launch of the guide on 29 September in London, PQM chairman Gregg McClymont reflected on the struggle to convey the importance of pensions to the public.
While politicians and the industry have attempted to use common language to communicate the importance of pensions, both have often fallen short.
The former shadow pensions minister said: "We all know how important communications are. Coming from the political process really gives you an insight into the challenge of communications as you attempt to use everyday language that resonates with members and their experiences."
"My conclusions from my five years in parliament and then outside it is that although the communication challenge is really significant, it is a challenge we have to meet. This guide is a useful aid in our everyday struggle to find a way to speak to scheme members in a language they understand."
Baroness Ros Altmann who wrote the introduction explained the pensions industry has to connect with savers at an emotional level.
"People tend to make their decisions on an emotional level so they will often change their behaviour with an emotional push. What you are trying to do is get people to change their behaviour. You are not just trying to increase their knowledge; a communication exercise can give information but I am not sure if that is enough."
Historically, the people involved in pensions have tended to be experts who know it all or very intellectual.
The sales process and messages about pensions have to evolve to increase their general appeal.
"There is a huge role to promote pensions as they are brilliant but people just don't know about them. There is a huge opportunity with the freedoms to do something positive," she continued.
"For instance, the message that your pension can help improve the environment and the society could resonate with millennials. It is your money; you just need to be proud of it."
The first three chapters of the guide were published at the launch and the remaining six will be released on 18 October at the annual Pensions and Lifetime Savings Association conference in Manchester.
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