Press release

Publication of DWP research report 702: Communicating with customers approaching retirement

Communication and information needs of customers approaching retirement, to inform efficient and effective communication strategies.

This was published under the 2010 to 2015 Conservative and Liberal Democrat coalition government


The Department for Work and Pensions has published a report commissioned to understand the communication and information needs of customers approaching retirement, to inform the development of efficient and effective communication strategies.

The research was undertaken between December 2008 and March 2010.

The key findings of the research were:

Communication messages about State Pension and retirement need to be factual and specific to the individual but at the same time sensitive to the apprehension customers feel as they approach this major life event.

To enable customers to plan their long term finances effectively they need to be fully informed about their total entitlements to pensions and benefits and how they interact with each other.

Communications should gradually increase in frequency as the customer reaches their official State Retirement Age. The steps that customers need to take and when should be clearly set out.

Notes to Editors

  1. The DWP research report 702 ‘Communicating with customers approaching retirement’ is available on the DWP website:
  2. Ipsos MORI conducted the research. The report authors are Dr Sarah Jenkins and Jerry Latter.
Published 26 October 2010