Empower Retirement is America’s second-largest retirement company. Our assignment? Get the attention of the millennials and put retirement saving on their collective radar. The creative idea started with a stray remark: “What’s the point in starting my 401K when I could step outside and get hit by a bus tomorrow.” This was an actual quote by a (millennial) Sleek Machine team member during the project kick-off meeting. And we thought it perfectly encapsulated the mindset many millennials have when it comes to setting up their 401Ks. So rather than focus on the rational reasons for starting a 401K, we decided to focus on the irrational reasons that keep young people from saving for retirement.
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