In the psyche of the pension participant for better pension communications

Published on: 29 August 2016

Pension providers are soon 1-0 when they communicate with their participants. "People have to concepts such as 'grass' and 'brick' more positive emotions than 'uniform pension statement' and 'funding'." Neuromarketing help.


The pension participant is a bundle of contradictions. Between thinking and doing there is often a wide gap. And decisions are largely taken deliberately, even though he thinks so. Emotions play an important role. Meanwhile, the pension industry is trying to make the participant (more) aware of his pension and turn it into right decisions. Behold the great challenge for the communications department.
Neuromarketing may help to know the pension participants and better communication better match for him. In addition, marketers apply medical techniques and insights from neuroscience to. This science tries for example with MRI scans to understand how our brains call perceive the world around us, memories of the memory and how we act accordingly. Neuroscience is trying to determine how emotions affect our thinking and how the regulation of emotion, thought and action is done.
Neuromarketing applies this knowledge and research to the field of marketing. The goal is to better meet needs of consumer goods and services and to make marketing more effective.

At a meeting customers Robeco Premium Pension Institution (PPI Robeco) Joyce Sparks told (marketing and communication consultant at APG and involved in neuroscience research into the perception of retirement and pension choices at Dutch pension participants) on the findings of the investigation. APG is through subsidiary Inadmin manager Robeco PPI.

Pension communication is catching up

 “Pension Communication is catching up. There is increased use of scientific knowledge in the field of neuroscience, behavioral economics and communication science”, proposes Joyce Sparks.


Read the full article on the website of Robeco.