Capital Group survey highlights need for Customized messages to engage disperse audiences
LOS ANGELES, Nov. 16, 2022 /PRNewswire/ — While there is no one way to effectively speak to the broad American population about retirement, the language used in retirement communications is important – and is often a more dependable way to communicate than imagery – according to new research by Capital Group , home of American Funds, and one of the world’s leading investment management firms.
“This research makes clear that both the language and imagery we use in retirement communications do matter in making an impact on people and inspiring them to take action,” said Toni Brownhead of Retirement Strategy at Capital Group. “As an industry, we need to understand how both are working together, and connecting emotionally across audiences, so that we can better educate, guide and support Americans on their journey to retirement.”
The study of 2,451 American adults included an audit of 590 images and 691 written messages from 33 companies across multiple platforms, including financial firms’ websites, social media, blogs, and marketing content. fits-all approach to retirement communications. People carry a strong sense of individuality and are attracted to messaging that recognizes and addresses their specific needs. The audience’s age, for example, strongly influences preferences for both written …