The brand’s DNA of Retirement event was attended by press, bloggers, MPs and government officials on Monday (3 November). The event was organised by Skipton’s in-house events team, with support from Jaywing, Richard Lincoln from Cavendish Events and Chocolate PR.
Guests were welcomed into the venue with test tubes filled with smoothies before being able to take part in experiments revealing what their retirement 'fingerprint' would look like. This involved participants being hooked up to scientific probes, revealing their conscious and sub-conscious reactions to images of life after work.
Broadcaster Jennie Bond then welcomed guests outlining the schedule for the day, followed by a speech from Skipton Building Society's chief executive David Cutter.
Neuroscientist Dr Jack Lewis was then welcomed on stage to reveal the findings of the brand's research into the DNA of tomorrow's retired generation. His presentation outlined five retirement personas including the activity seeker, the comfort seeker, the knowledge seeker and the worker. The event was rounded off with a Q&A session with a panel of experts.
Stacey Stothard, corporate communications manager at Skipton Building Society, told Event this is the first time the brand had created an event like this. "The subject of retirement can be perceived quite negatively and is a bit of a turnoff subject. We had to think outside the box, and even though the main purpose of it was to unveil Skipton’s research findings, we wanted to create something a bit different."
She added Skipton is hoping to translate the experience of the event in the brand’s UK high street branches, complemented by an app which customers can use in stores.
At the event, Bubble Food provided a selection of food and drink, including British classics served on platters, consisting of sausage and mash with rich gravy, fish and chips with tatare sauce and capers tuna nicoise salad, shepherds pie shots and liquid nitrogen poached espresso mousse.
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