This advertising campaign crossed my desk last week, and it has been worrying away at me since.

Delighted as I normally am to see fairness used in marketing, it troubles me that the good people at People’s Pension should have reached the conclusion that fairness in investment and pensions provision is a competitive differentiator. One would hope and expect that it was a basic expectation.

People’s Pension was a client in a former life and I regard a number of its staff as friends. I’m sure they know what they’re doing, and that the campaign is based on sound research. It’s just that every pension provider should be putting its members’ (beneficiaries’) interests first, fairly. That’s what fiduciary duty requires, even if fairness isn’t always what the investment world delivers.

I’m happy to confirm as ever that the Sense of Fairness blog is a purely personal endeavour.