Is it time to rethink how we communicate about pensions? We think so! To drive this conversation forward, we hosted a webinar on 27 November together with AEIP and PensionsEurope, as part of the European Retirement Week (24–28 November 2025). The event brought together leading experts, including our own Chairperson Claudia Wegner-Wahnschaffe, to explore how pension communication can become more accessible and engaging, especially for younger generations.

The webinar began with insights from Dr. Lisa Brüggen, who drew on her academic research to highlight what truly captures young people’s attention. She provided several recommendations to catch their interest in pensions. Her key message: be relevant. Use life events such as starting a new job offers natural opportunities to introduce pension planning in a way that feels meaningful. She concluded her presentation with a poem inspired by the Dutch Sinterklaas tradition, encouraging everyone in the sector to cut back on complicated jargon.

Next, Hansjörg Müllerleile shared findings from MetallRente’s study, conducted every 3 years since 2010 with 2500 young participants. One of the most interesting findings is that the employers are perceived as the most trustworthy source of pension information.

Interviewed by Simone Miotto, Managing Director of AEIP,  Claudia Wegner highlighted how the service supports Europe’s highly diverse mobile workers through user-centric, clear and layered pension information. With over 10 million Europeans working abroad, cross-border information and clarity is increasingly essential. ETS Programme Manager Nina Weber outlined ETS’s careful, step-by-step exploration of  AI tools to help editors draft accessible content, starting with non-personal information. The discussion also noted that the European Commission’s new Supplementary Pensions Package reinforces the importance of national tracking systems and their connection to ETS. Looking ahead, ETS will focus on expanding national links, strengthening its stakeholder community, improving user experience and further developing its tools.

The webinar ended with Anna Vinci, co-founder of CiaoElsa, who spoke passionately about her mission to explain the Italian pension system in simple, clear, and relatable terms. CiaoElsa reaches its audience on platforms such as TikTok, Instagram, LinkedIn and YouTube employing accessible and occasionally humorous content to make the message attractive and understandable. She summed up her philosophy with a powerful message: “Don’t ask people to care about pension, make pensions care about people.”  

We couldn’t agree more.

You can find the recording of the webinar on Youtube.