Personas and comms mapping Here we aim to understand the different stages and motivations of employees’ pensions journeys. Retirement affects colleagues in different ways and we would look at the workforce demographics and how best to engage them including: • Early and junior talent who aren’t encouraged to think that far into the future • Emerging talent who might be starting a family or settling down • Mid-lifers who are taking stock of the future • Those ‘soon to retire’ that need to look at their choices (decumulation) It will be important to consider the DE&I of the member demographic, and what implications that has on engagement.