Exploring the pension 'X factor' for generation y men

In order to reduce state dependency in retirement, current UK pension policy automatically enrols employees into workplace pensions. A key component of success is preventing workers opting-out of the workplace scheme. However, Australian research examining auto-enrolment policy indicates that young men prioritise enjoying life over retirement saving. This article seeks to inform financial services marketing within the new pension auto-enrolment context through examining attitudes towards retirement and pensions among young men in the United Kingdom. Qualitative data is gathered from five dyadic interviews, thematic analysis reveals salient issues of widespread mistrust, negative perceptions of retirement and limited knowledge of auto-enrolment coupled with confidence in future earnings and a desire for greater control. The article concludes with implications for pensions communications planning.