M&G has launched the Wisdom Exchange, a new video series as part of its Reframing Retirement campaign.
The series features real people across generations sharing stories about money, independence and retirement planning. This is phase 2 of the campaign, which builds on the existing Reframing Retirement platform.
The campaign builds on the research that 70% of 16–18-year-olds want a better understanding of how to manage their finances, with under half (46%) saying the topic comes up once a month or less.
M&G is utilising a content series as the primary campaign activation, with the research element of the campaign giving it credibility.
Wisdom Exchange positions M&G as a thought leader in retirement planning rather than just a product provider. The intergenerational conversation framing is a deliberate way to reach both younger and older audiences simultaneously.
Matthew Ings, Chartered Financial Planner at M&G, said, “Money is no longer just an individual journey; it’s increasingly something families navigate together. If financial independence is delayed, pension saving can be too.”
M&G is also calling on the Government to introduce regular pension health checks at key life moments, giving people personalised support and clarity on retirement outcomes.
The campaign comes as the Pension Commission’s interim report highlighted widespread under-saving across the UK, with parents now expected to support children until age 26 on average, further delaying the point at which pension saving begins.