There's a disconnect between how the retirement-investment industry markets the concept of retirement and how potential clients think about it, surveys found. About 66% of Americans say they expect to do some work during retirement, and 54% view retirement as a "new chapter" rather than a time to relax and wind down, up from 38% 10 years ago, according to a SunAmerica study. And investment-research firm Hearts & Wallets found that people associate retirement with words such as "unachievable" and "possibly not smart." The retirement industry, researchers say, needs to change how it sells its products to fit such realities.

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