Scottish Widows taps Gen Z creators for pensions push

Lloyds Banking Group pensions division Scottish Widows is aiming to encourage young women to start thinking about their pensions earlier with a social and influencer-led campaign featuring Gen Z creators such as Anastasia Kingsnorth and Lauren Sarah tapping into the “Get Ready With Me” trend.

Created by and launched through Ogilvy One UK, each video in the “Get Pension Ready With Me” campaign reimagines the popular daily routine trend – where influencers film pieces to camera while getting ready for a day or evening out – by talking openly about their own experiences with pensions and the importance of women investing for the future.

Each influencer draws awareness to Scottish Widows’ 2025 Women & Retirement Report, which found that women in the UK retire with the staggering average of £113,000 less than men. They also address barriers the report identified which prevent women from building up their pension pots, such as being carers and taking parental leave.

The campaign aims to inspire financial confidence and encourage young women to be curious about their pensions, rather than assuming it is something to worry about in later life. It is timed to run in the traditional period when consumers look to get on top of their finances for 2026 and ensure their money goes further.

Scottish Widows pension expert Susan Hope said: “Pensions only really start to mean something to people when they feel personal. Many young women feel pensions are complex, confusing and something to think about later, that’s what we’re passionate about changing.

“Engaging young women early is hugely important. This is when confidence starts to form and habits begin to stick. If we can help young women see that their pension is their money, for their future, the small actions they take now can make a significant difference. If we support conversations where young women can feel more in control of their retirement journey we can work towards being the generation that closes the gender pension gap.”

Ogilvy One UK business director Alice Clapperton added: “People buy people. By tapping into one of social’s most universal formats and flipping into a window for building financial confidence with influencers that audiences trust makes them feel less distant and more doable. This is an important step to help women start earlier and build a comfortable future.”