On Tuesday, The Wall Street Journal ran yet another in a seemingly endless parade of articles about the fact that Americans are not saving enough money for retirement. The front page story indicated that 57% of US workers reported less than $25,000 in household savings. (Greene & Monga, 2013)
This is hardly new news. But what I have yet to see is any research explaining why. And without that insight, financial companies continue to struggle to motivate consumers to change their habits. The newest effort in the category, brought to us by ING, introduces the concept of orange money. According to Ann Glover, ING US CMO, the campaign is about prioritization, showing how sensibly managing personal finances doesn’t mean you have to give up living. (Irwin, 2013)
Here’s one of the commercials which will run heavily on March Madness programming.
What do you think? Will it be successful in getting more people to consult with ING and save for retirement?
Greene, K. & Monga, V. (3013, March 19) Workers Saving Too Little To Retire. Wall Street Journal p A1
Irwin, T. (2013, March 15) ING Effort Highlights Saving For Retirement. mediapost.com. Retrieved March 20, 2013, from