A new People’s Pension survey of 2,000 UK adults shows that one in ten younger people have effectively switched off from pension plans, driven by negative attitudes toward retirement saving . The poll, weighted to mirror the national population, included roughly 850 respondents from Gen Z (18‑27) and Millennial (28‑43) cohorts.

One in ten young adults have turned off pensions,survey shows

The reseearch found that 10% of participants aged 18 to 43 reported they no longer consider pensions a priority. According to the survey, this disengagement stems from a perception that pension products are complex, irrelevant,or presented with “doom‑laden” messaging. The People’s Pension highlighted that those who disengage miss out on compound growth, which is most powerful when contributions start early.

Financial services blamed by 33% of 18‑43 year‑olds

One‑third of respondents in the 18‑43 age bracket placed the blame squarely on the financial services industry for failing to explain the benefits of retirement saving. Of those critics, 27% said firms focus too much on selling products rather than educating consumers, 16% complained about jargon‑filled language, and 20% felt pensions are portrayed as boring and irrelevant. The survey’s own analysis echoes this sentiment, urging firms to replace scare tactics with clear, upbeat information.

Positive messages about £10‑a‑week savings win 66% approval

When tested on different communication styles , the People’s Pension discovered that optimistic, concrete messages resonated strongly.. for example, the claim that “saving £10 a week from age 25 could grow to £76,000 by retirement” attracted 66% approval , while the notion that “starting to save in your 20s could double your retirement pot compared with starting in your 30s” was liked by 70% of young adults . Additionally, 63% responded positively to the reminder that every £0.80 saved is boosted to £1.60 through tax relief and employer contributions.

What still isn’t clear: who will redesign pension communication?

The survey leaves two key quesstions unanswered. First, it does not identify which organisations or brands are best positioned to overhaul the messaging landscape, leaving the responsibility ambiguous. Second, the research provides no data on whether the preferred “light‑hearted, relatable stories” actually translate into higher contribution rates over time. As the People’s Pension notes, further testing will be needed to confirm whether these preferred formats drive real‑world behaviour.