It’s a stark reality: only half of Australians are actively engaged with their superannuation. Many are overwhelmed, unsure how to monitor its performance or make informed decisions. As a result, millions have adopted a ‘set and forget’ approach, allowing their super to remain on autopilot.
According to recent research by Colonial First State, a significant 51% of Australians admitted that they currently have their super on autopilot. With two in five finding super confusing and 60% unaware of their super’s performance over the last year, it’s clear that the current state of superannuation management leaves much to be desired.
The Cost of Complacency
The troubling findings reveal that many Australians simply trust their super fund to deliver competitive returns and fees, without actively managing or questioning their choices. This complacency could lead to an average fund and, ultimately, an average retirement.
Recognizing this widespread issue, Colonial First State has launched a new campaign through creative agency It’s Friday. The campaign aims to jolt Australians out of their complacency and into action, encouraging them to take control of their super and ensure it’s not just coasting toward an unremarkable retirement.
A Powerful Campaign with a Clear Message
The campaign, set to roll out across film, outdoor, radio, social, and digital platforms, features a striking launch film. The film depicts ordinary Australians going about their busy lives, unaware that they are metaphorically hurtling across an unpromising landscape on a train – a symbol of the average retirement their super is headed towards on autopilot.
Colonial First State presents itself as the way off this train, guiding Australians toward a more prosperous retirement.
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Inspiring Confidence and Preparedness
Josh Grace, Group Executive, Customer Office at Colonial First State, emphasizes the importance of being proactive with super: “Being on autopilot with your super is an easy trap to fall into. The industry has conditioned Aussies to set and forget. But paying high fees or enduring poor performance can have a major impact on your retirement savings. In fact, they might be shocked at just how average their recent performance has been.”
He adds, “With this campaign, we want to get people off autopilot and realize that it’s easier than they think to defy average simply by switching to Colonial First State. It’s one reason why CFS customers have amongst the highest confidence and preparedness for retirement.”
Vince Lagana, CCO of It’s Friday, further highlights the campaign’s significance: “It’s eye-opening that so many Australians don’t know what their super is doing, or where it’s heading, but it shows just how common being on autopilot is. This powerful creative insight formed the basis of a simple and relatable message highlighting how Colonial First State gives Australians ways to switch off autopilot so they can easily take control of their super and avoid an average retirement.”
Take the First Step Toward a Better Retirement
Colonial First State’s campaign is a call to action for all Australians to take the first step in managing their super more actively. By making informed decisions and choosing a super fund that aligns with their retirement goals, Australians can set themselves on a path toward a more prosperous future.
