Nest Pensions Social-Led 'Everyday Investors' Campaign

Nest Pensions, the UK's largest workplace pension scheme, launched Everyday Investors, a social-led campaign created by independent agency Atomic through its social and influencer arm Atomic Supernova that reframes how members think about their pensions by positioning them as local investors.

The campaign was backed by new research from Atomic and Nest revealing that only 23% of Brits expected their pension to be invested locally, supporting Nest's broader ambition to democratize and demystify pension investment by helping members understand they are already investors in projects closer to home than they might realize.

At the heart of the campaign is a new film series featuring Brendan Sheerin, the host of TV show Coach Trip, taking a group of Nest members on what appears to be a classic coach tour across his home county of Yorkshire, revealing along the way that many stops are actually places their pension pots are invested in.

The activity marks the fourth installment in Nest's ongoing content series spotlighting its community and how members' pensions are invested, reinforcing Nest's role as a UK-based workplace pension set up to make auto enrollment simple and accessible for working people across Britain.

More videos: Nest YouTube