With the daily cost of living combined with college expenses, raising a family and paying a mortgage becoming a major stressor, Emirates NBD is saying retirement planning is no longer a priority and people are forgetting the importance of securing a more fulfilling financial future.
To generate millennial awareness, Emirates NBD turned to a social media promotion they are calling “a nationwide movement” around this topic. They paralleled the level of importance of sharing your wedding vows with planning your financial future together by encouraging consumers to hashtag #RetirementVows while sharing life after work goals with their partner. Along with the social media promotion, Emirates NBD used consumers in their late 20’s to generate a video showcasing “The Beautiful After” of what your life could look like with a secure financial future.
This promotion brings light to a topic that most millennials are not thinking about in their 20’s via a platform they all engage with, social media.