Stimulating economic growth has been established as a top priority for the UK government. Under Prime Minister Keir Starmer, the Labour administration has made it the country’s “number one mission,” with the ambition of delivering the highest sustained growth in the G7
While many of the government’s growth measures target asset managers, analysts and CFOs, the Leeds Reforms stand out for directing their attention to CMOs.
The reforms, which were announced in July, centre on a nationwide advertising campaign designed to boost both savings and the wider economy by encouraging more people to invest.
Backed by Barclays, Lloyds, HSBC, NatWest, AJ Bell, Schroders and St James’s Place – with the Investment Association steering and regulators providing guidance – the campaign will promote the benefits of retail investing to millions.
The campaign is set to launch in April 2026, timed to coincide with the start of the new tax year – a key moment when many people consider investing, particularly in ISAs.
While the details are yet to be revealed, its purpose is clear to use clear communications to raise awareness of the benefits of investing and encourage more people to become retail investors.
Closing the G7 gap
The advertising campaign will encourage savers to support the UK economy by investing more in stocks and bonds. By channelling funds into businesses, retail investors help companies expand, innovate and hire – boosting production, creating jobs and driving overall economic growth.
This focus on stimulating growth comes at a critical time, as the UK continues to lag behind other G7 countries in retail investing, says Sasha Wiggins, chief executive of private bank and wealth management at Barclays and newly appointed chair of the retail investing campaign.
“For too long, the UK has had the lowest level of retail investing among G7 countries – and significantly lower levels than we saw in the UK two decades ago,” she adds.
Reeves argues that now is the right moment to tackle this lag, with the government having already delivered stability and a sustainable investment strategy.
“We fixed the public finances and stabilised the economy. Now we need to double down on our global strengths to put the UK ahead in the global race for financial businesses,” she says.
Breaking barriers with communication
As the campaign’s objective is to boost economic growth by increasing retail investment, its immediate challenge is to overcome the barriers that stop people from investing in the first place.
Research from Barclays shows these obstacles remain significant as 41% of non-investors cite fear of losing money and 21% feel they lack sufficient knowledge. Meanwhile, many want more support with choosing the right type of investment (74%) and comparing products (63%).
Against this backdrop, Wiggins says the campaign will be rooted in clear, accessible communications designed to make investing an everyday reality for more people.
“By increasing awareness, the campaign will aim to empower individuals to make informed financial decisions that will contribute to their future wellbeing,” she explains.
Chris Cummings, chief executive at the Investment Association, also sees communication as central, stressing the importance of showing people the benefits as well as the risks.
“Better communications of the returns investing brings is key to empower more people to invest and will raise awareness of the importance of investing to peoples’ future financial wellbeing,” he says. The review of risk warnings, he adds, is a welcome move to “shift the conversation from warning to informing.”
Mark FitzPatrick, CEO of St. James’s Place, agrees that clearer messaging is essential, not only to raise awareness of investing’s benefits but to help nurture an investor-friendly culture.
“Building a culture of investing is vital – not just for people’s long-term financial wellbeing, but for the wider economy,” he says. “With better awareness we can help more people feel confident about investing and nurture a stronger investment culture.”
For marketing teams, the campaign represents a rare alignment of policy, industry, and consumer behaviour. By translating insights into engaging campaigns that educate and inspire, marketers can help shape the UK’s investment culture while also supporting the government’s economic goals.
Clear guidance, credible messaging and consumer empowerment are now at the heart of a coordinated push to bring more people into investing. The brands that succeed in communicating this effectively will be the ones to lead in the evolving retail investment market.