Industry-backed campaign launches to encourage the UK to invest

A new advertising campaign aimed at encouraging UK savers to invest launched this week.

Titled “Invest for the Future”, the campaign is backed by the UK government, the FCA and 20 major financial services brands.

It features a character called Savvy the Squirrel, which aims to make investing easier to engage with by presenting a calm and long-term view of money and markets. Research shows that 44% of people in the country have savings but no investments, but wish to learn more about the latter.

This week saw the creative launch across digital and social channels. It also saw the launch of “Savvy Cabs” in Manchester. As well as being daubed in the campaign creative, the cabs offer free rides in exchange for taking part in an informal conversation with a financial content creator and a real-life investor.

The Savvy Cabs initiative with launch in other UK cities in coming months, and from Autumn, the campaign will expand into TV.

The campaign launches as the research also found that 37% of savers would be more likely to invest after a conversation with someone they know. However, 69% of people say that they rarely or never talk about it.

Sasha Wiggins, Chair of the Retail Investing Campaign and CEO, Private Bank and Wealth Management at Barclays, said: “The UK has a strong savings culture but a significant investing gap with too many still feeling investing is not for them. This landmark campaign is about breaking down those barriers by giving people that can invest the confidence, knowledge and real-life examples to take the next step so they can meet their long-term goals.

“At a time of uncertainty, having a solid savings buffer is essential but good money management is also about thinking ahead and giving your money the chance to grow. With more than 6 in 10 current investors saying they wished they’d started earlier, the key lesson is that time in the market, not timing the market, matters.”

Chris Cummings, Chief Executive of the Investment Association and Deputy Chair of the Retail Investing Campaign, said:

“There is clear demand from millions of savers who want to do more with their money, but do not always feel confident about where to begin. This campaign is about supporting them with straightforward information and helping them understand how investing works in practice.

“Sitting alongside a range of reforms and initiatives, this is a significant opportunity to shift the UK towards a more confident, long-term investing culture.  By improving understanding and encouraging more open conversations, we want more people to feel that investing is relevant to them and to take the next step when it is right for their circumstances.”