A retirement savings marketing campaign a behavioral economist can appreciate

TIAA-CREF has come up with a marketing campaign straight out of a behavioral economics textbook. One of the challenges in saving for retirement is taking a long-term view of consumption by choosing amount X of pleasurable stuff today instead 4X some number of years from now. The campaign is called “Become your future you.”

Just a guess, the future you who is going to be a local superhero – yeah, it’s going to be more expensive than you think.

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