Everyday Investors

Nest Pensions, the UK’s largest workplace pension scheme, has launched a social-led campaign, ‘Everyday Investors’. Created by independent agency Atomic, through its social and influencer arm Atomic Supernova, the campaign is designed to raise awareness of Nest and reframe how members think about their pensions.

The campaign was backed by Atomic and Nest Pensions’ new research revealing that only 23% of Brits expected their pension to be invested locally. This insight supports Nest Pensions’ broader ambition to democratise and demystify pension investment, helping members understand that if they have a pension, they are already investors — often in projects much closer to home than they might realise.

‘Everyday Investors’ seeks to engage with their members, often juggling finances and responsibilities at key life stages, from moving jobs to starting a family or buying a home. They’re often exposed to complex and conflicting financial messages, and Nest saw an opportunity to cut through that noise with a more relatable and human approach, positioning itself as a brand dedicated to building a bigger nest egg for their financial future. It also reinforces Nest’s role as a UK-based workplace pension, set up to make auto enrolment simple and accessible for working people across Britain.

At the heart of the campaign is a new film series featuring Brendan Sheerin, the much-loved host of the TV show Coach Trip. Leaning into nostalgia for a format that resonates strongly with Nest’s core audience, Brendan takes a group of Nest members on what appears to be a classic coach tour across his home county of Yorkshire, revealing along the way that many of the stops they visited are actually places their pension pots are invested in. From Brendan stepping in as referee for a competitive game of dodgeball, to cutthroat rounds of crazy golf, and sharing a tower of Yorkshire puddings, the trip blends humour with surprising discoveries, showing how pensions help build businesses and industries people see and recognise every day, from local shopping centres and pubs to offshore wind farms, manufacturing and infrastructure.

The activity marks the fourth instalment in Nest’s ongoing content series spotlighting its community and how members’ pensions are invested.