In November, Liz Barker, Global Head of BE Intelligence & Networks at The Behavioural Architects London, presented at the 20th Annual Conference on Rethinking Retirement that explored latest thinkings about retirement planning.
In her talk titled “Behavioural Insights into the Ageing Mind: Implications for Financial Services”, Liz discussed the latest research by psychologists on the ageing mind and cognitive decision-making and how financial services and related communications may need to be tailored to the older mind.
We now understand how our thinking processes change as we age and that some cognitive biases and heuristics are often more prevalent in older people. These insights will inspire new ways to both understand and communicate to this important and rapidly growing demographic group.