Workplace pension scheme Nest has launched a campaign to show pension savers how their savings are being invested in local projects.
It has acted after research revealed widespread confusion about where savers' pensions are invested.
More than four-fifths (83%) of pension savers, said it would be important to know where their pension is invested but less than a quarter (24%), know exactly where it is invested.
Only 23% of people said they expected their pension to be invested locally, while two-thirds (66%) said they would not expect to know or were unsure whether their pension would be invested locally.
The figures reveal just how unaware many savers are of the positive impact their money could be having in their own communities, Nest said. It added that the lack of visibility meant people underestimated the role their pension already plays in supporting projects, infrastructure and jobs across the UK.
To highlight the problem, Nest has produced a series of videos with tour guide Brendan Sheerin, who appeared on the reality TV show Coach Trip.
The videos take pension savers on a tour across Yorkshire, revealing along the way that many of the stops they visited are actually places their pension pots are invested in.
The videos show how pensions help build businesses and industries people see and recognise every day, from local shopping centres and pubs to offshore wind farms, manufacturing and infrastructure, Nest said.
Gavin Perera-Betts, chief customer officer at Nest Pensions, said: "Our 13 million members are investors, even if they don’t realise it. With our Everyday Investors campaign, we’re showing that investing isn’t confined to City skyscrapers, it’s happening in communities across the UK. We want our members to feel proud that their pension is invested, supporting projects and communities across the UK."
The three Nest campaign videos can be watched on YouTube: Episode 1, Episode 2, Episode 3.
• The research was carried out by Mortar among a nationally representative sample of 2,005 UK adults (18+). The research was carried out online with fieldwork taking place between 5 and 9 February 2026. Respondents were incentivised, and each provided opt-in consent in line with MRS and GDPR guidelines.