Research conducted among adults aged 28 - 40 has revealed that Britain has a generation of adults who are living in the past. In recent years the UK has seen the reappearance of chocolate bars, music and fashion from the 80s and 90s. Dubbed the "re-run" generation, this demographic are keen to evoke the pleasures of childhood in response to the difficult economic climate.
Standard Life, who conducted the research, discovered that 3 in 5 adults are more interested in recapturing their youth than they are about planning ahead. Despite this lack of planning, 1 in 3 of the adults surveyed were anxious about their financial future.
In an attempt to motivate the re-run generation to take responsibility for their future finances, Standard Life created the Reality Check.
The website uses humour to debunk the popular retirement plan clichés, such as marrying a wealthy partner or writing a children's book, and then directs users to an interactive retirement planner.
The income planner guides the user through 3 simple stages and presents them with a stark assessment of their retirement income.
This is a good example of a financial services company following in the footsteps of more user-friendly consumer websites that give clear, graphic representations of potentially complicated financial products.