Just Group
GenVoices thought leadership platform
Insight
Later life is changing, and Just Group wanted to lead the conversation. Through new research into Generation X and Baby Boomers, the business uncovered how two generations are reshaping retirement and what that means for the industry. Gen Voices was created as a thought-leadership platform to share these insights through rich content, data stories and documentary films.
Impact
Launched as GenVoices.co.uk, the platform became the home for Just’s generational campaigns. Featuring editorial and micro-documentary film content, it turned research into stories that resonated with advisers and wealth managers, establishing Just as a leading voice on the realities of later life.
Micro-documentary film
90-second themed videos
"The development of the Gen Voices platform and the advertising campaign has outperformed the expectations we set out when we developed the brief. Brilliant engaging creative combined with smart media planning. It’s gone so well we’ve quickly followed up the GenX work with Boomers."