It’s always nice to find you were right all along. Even about pensions.

I’ve spent the last god-knows-how-long trying to persuade all sorts of people – fellow-creatives, suits, clients, family, strangers on the bus – that it’s a privilege to work in financial services marketing.

The point I’ve made god-knows-how-many times is that the financial stuff we deal with really matters to people. It’s laden with more emotion, hope, fear, potential, worry and just general significance than pretty much anything else in their lives.

(I say “pretty much” because we know from the ONS’s annual national survey that the only other things that matter as much to people as their money are their health, and their families. Which, as I frequently pointed out to family health insurer HSA when we used to work for them, meant that they were dealing with all the top three.)

The point I’ve been making, obviously, is that there is so much emotional power in the subject of money for us to engage with, amplify, reflect, show empathy for and just generally connect to.

But sometimes, in my bleaker moments, I look at all the stupid boring cliched vacuous things that we actually do (like HSA, now called Simply Health, and that criminally useless “We Can Be Bothered” campaign) and I wonder if maybe the opportunity isn’t quite as big and important and exciting as I keep saying it is.

Thanks to Fiona Bruce, Hugh Pym, Robert Peston and colleagues, I don’t have any of those doubts today.

The 10 O’Clock News, last night: pensions. Lead story. Hundreds of thousands of people out on strike. The demonstrators’ vox pops full of anger, anxiety, emotion, concern. Pensions, it seems, can arouse strong feelings just as I always said they could – strong enough to provide the first ten minutes’ worth on the television news.

I’ve been right all along, I tell you. Right. Completely right.

And now that Fiona and the chaps have proved the point beyond argument, please can we get on with producing the great work I’ve been shouting about too?

1 thought on “It’s always nice to find you were right all along. Even about pensions.

  1. Well, the way the world is going, the wealthier will be attracted to the investment weight of the bigger institutions who will treat them preferentially, whilst the less wealthy will fall further and further behind. Cross-border communities will grow up, whole new cohorts and classes, whilst the low-paid migrate to where the work is, or try to. There will be no need for great work. This process has already begun without it.

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