We are delighted to have been part of fascinating research conducted by Phoenix Insights looking at the challenge of communicating about longer lives. The published research demonstrates the power of insights to point us towards effective ways to communicate a shifting and complex issue. For example, the research highlights–

People are much less likely to anticipate life’s many transitions than to recognise them either in the moment or in hindsight. This is an important insight because over a longer life course, we should all expect a greater number of transitions and need the confidence and support to navigate them.

The significant gap between people’s hopes vs expectations when it comes to ‘retirement’ and the disappearance of the idea of retirement as a ‘cliff-edge.’ 44% of people who have yet to retire hope that their retirement will be a hard stop, when they stop working and never work again, but only 30% realistically expect that from their retirement. Only half (52%) who said that they hope for a hard stop retirement expect to achieve it. What needs to be done to shift expectations and highlight the broad spectrum of benefits of working longer?

The idea of a ‘multi-stage life’ is more appealing (71%) than the ‘three-stage life’, (44%) giving the green light to talk about the opportunities of different routes through life for everyone. Notably, women find the concept of doing all sorts of things at all sorts of different stages in our lives more appealing than men do and it also better reflects their lives. These different starting points are significant because our health and finances need to be in good shape for living for longer. This is more likely to be achieved if we have a clearer understanding of what our route through life may look like.

People are open to non-linear routes through their working life, more so than the traditional ladder-like linear routes. Indeed 62% find the metaphor of a road trip for their career appealing i.e. that work today is less about following a fixed course from A to B, that it’s about the journey as much as the destination, that you can explore new areas and follow new routes as opportunities arise. Just as importantly – why do some people, notably men and people over 55 feel more comfortable with a ‘ladder’ route – and are the assumptions they are making about job security and progression still valid? With better understanding of the insights driving such behaviour, we can recognise the different forms and timing of support that is required.

The nuance of language is critical in communicating about longer lives. By carefully teasing apart people’s hopes, fears and ingrained assumptions we can unlock the insights that drive fresh new communications approaches. Phoenix Group state that ‘We know a thing or two about longevity…here at Phoenix Group our roots go back to 1782.’ The power of insights continues to help them lead the way.