Numerous studies show that the main obstacle to investing is psychological rather than financial. People often have the means, but don’t take advantage of them. When it comes to investing, they exist in a state of passive readiness — in principle they’re in favor of it, but when it’s time to take action, they find a hundred and one excuses. When launching the redesigned Generali Investments mobile app, we prepared a communication campaign built exactly around these excuses. First, we collected them with the help of Hitradio Center and a dedicated website, then identified the most common ones and created a campaign that offered a clear, reasoned response to each excuse.
