Behind the scenes with Candice Brown

Our mission was simple: develop a campaign to debunk the myth that investing is for the big city fat cats and show our 13 million plus members that not only does their Nest pension make them an investor, but that their money is put towards an array of pretty exciting projects around the world. Projects which range from electric ferries in Norway and solar solutions in Australia, through to everyday food brands like Cadbury and Kellogg’s.

Last summer, we kicked the campaign off by inviting some Nest members local to Grimsby out to the Lincs Windfarm to learn about renewable energy and how some of their monthly contributions are invested in their local area.

What was the next myth for us to debunk? Well, a Nest member’s investments are so much more than bonds and gilts, they are also tangible items we use in daily life, see on the supermarket shelves, and on our favourite cooking shows. "Wouldn't it be great if we could get Nest members to bake with a huge basket-full of products they invest in, without knowing about it?”, we thought. So that’s exactly what we did: we partnered with bake off winner and all-round superstar, Candice Brown to help deliver the message.

Candice created a brand-new recipe consisting of ingredients from brands Nest members invest in. On the day, four lucky Nest members were joined by Candice who walked them through the recipe and gave them some top baking tips. During the bake-along, the group discussed their perceptions of investing and shared their personal stories around their own pensions and what it means for them. To listen in on these open and honest conversations and hear members being candid about their financial situations and priorities was hugely insightful.

Research we’ve commissioned found that almost half (47%) of respondents didn’t know how much was in their pension pot but if they knew where their money was going, they’d be more likely to engage (64%). It’s one thing to read research reports, but to be in the room and hear those exact thoughts voiced by real Nest members was very surreal.

Seeing members get to learn more about where their monthly contributions get invested and them then realising that they’re investors themselves was very rewarding. I left the day with a strong sense of accomplishment and hunger for the next stage of this campaign, so watch this space...

Published 12 April 2024