Strategisk kommunikation til unge - for ung til at blive gammel?

Celina Givskov Hansen, Filip Fernando Acosta Harvey, Astrid Brok Jensen & Amaylah Zaka Ullah

Studenteropgave: Bachelorprojekt


When we first initiated this project, we were under the assumption that our peers in the same age group (22-27) were lacking information and knowledge about pension. At the same time, we located conflicting surveys and articles that found that the younger target audience showed interest in their pension schemes but at the same time had minimal commitment about them. The Danish youth and how they perceive pensions is a research area, which only few researcher have investigated, primarily on behalf of the pension companies.
This is why we believe that it is important and relevant to explore how a target audience from the age of 25 to 30 years, articulate and experience pensions, as well as what knowledge they have about the subject. The area of research is even more interesting to investigate, as the Danish pension companies didn’t include our target audience in their strategic communication and that this could and should be improved upon.
Based on the aforementioned, we wanted to research how Danica Pension could improve their strategic communication to the target audience (25-30) based on, how the target audience articulated and experienced pension. We also wanted to explore if the initiative “Et skridt foran” developed by Danica Pension, could be used on the younger demographic or if a completely new communications product would have to be developed.

Methodically we have utilised an elite interview to acquire insight into how Danica Pension currently use strategic communication and if they are communicating to our selected target audience. Moreover, we have conducted focus group interviews to try and understand our informants lifeworld as well as to start a dialogue with them to unravel what they found relevant and important in their daily life. We supplemented the focus group interviews with observation so the focus was not only on the verbal expressions, but also the informants’ nonverbal actions.

The theoretical foundation for our analysis of the gathered empirical data was partly based on strategic communication and science communication since pension is a technical and complex subject, which needs to be mediated in an understandable matter to the target audience. To enlighten this, one needs to understand the target audiences’ lifeworld and what is relevant for them. To achieve this, we have utilised theories of Alfred Schutz and Henrik Dahl. Furthermore Brenda Dervin and Micheline Frenette have been included, since they stress that communication cannot be one-sided and needs to be a dialogue between the sender and receiver, based on the target audiences’ lifeworld. The latter theory therefore suggests that Danica Pension needs to acknowledge the target audiences’ daily life and what is relevant and important to them. We also found that it was of significance to study how our informants related to and exercised their social interactions within the focus group interviews. To achieve this, we used Erving Goffman and his theories about facework.

Based on our research we concluded that our informants did not see pensions as relevant at their present time. Furthermore we saw that the trivializing of pensions by the informants parentes as well as the lack of knowledge in the informants circle of acquaintances, made it ‘okay’ to not engage in the subject of pensions and seek further information about it.
We also found that our informants were adamant about that the strategic communication they should receive from a pension company needed to be transparent, accessible and palpable, and preferably in the form of personal e-mails. The general agreement was that the information should primarily visualise why they should invest in a pension scheme by showing what benefits they could possibly achieve, as well as how they in an easy way could act upon the suggestions in the personalized e-mail.

Based on our conclusions, we developed three recommendations for Danica Pension.
They should continue their use of personalized e-mails, which are tailored after the individuals current life situation, but make the information more accessible, palpable and visualise it with graphs showing subjects that are relevant for the individual.
They should improve the general communication concerning knowledge about pensions and pension schemes on their homepage. For example, their age segmentation should be divided into smaller segments.
Danica Pension should also compile a strategic communication, with the purpose of making the parents of our target audience aware of the importance of not trivializing pensions, when talking to the target audience we have studied.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Bachelor
Udgivelsesdato28 maj 2018
Antal sider64
VejledereKaren Kofoed


  • kommunikation
  • Pension
  • Livsverden
  • Relevans
  • Strategisk kommunikation
  • Sense-Making
  • Faglig Formidling
  • Ansigtsarbejde
  • Unge