People are being encouraged to treat their pension savings with the same care they would give to plants or vegetables, according to a new campaign aimed at improving engagement with retirement funds. Research from a survey of 2,000 UK adults, conducted by OnePoll in July and August, found that one in three (33%) adults do not know what is in their pension pot, and more than half (52%) have never checked their pension balance. The findings highlight a growing concern about low awareness and engagement with retirement savings, prompting the Pension Attention campaign to use relatable analogies to encourage better financial planning. The campaign, led by the Association of British Insurers (ABI) and Pensions UK, has previously used various themes to raise awareness about pensions. This year, it is supported by giant vegetable growers, including Kevin Fortey, a Guinness World Record holder known as "Mr Giant Veg." Fortey compared the growth of vegetables to the growth of pensions, saying, "One tiny seed, given enough time and a bit of care, can grow into something incredible. I think pensions are much the same." The analogy is meant to highlight that small, consistent actions today can lead to significant financial benefits in retirement. Pensions Minister Torsten Bell urged people to take an active interest in their pension savings, saying, "Some people love growing vegetables, but everyone should get involved with growing their pension savings. What you plant today shapes what you’ll harvest at retirement." He encouraged individuals to take a few minutes to check their pension status, emphasizing that doing so can benefit their future self. Campaign representatives stress the importance of starting early and making regular contributions to pensions. Mark Smith, a spokesperson for the Pension Attention campaign, said the initiative aims to give people "the tools and confidence to tend to their financial future." David Meliveo, chief commercial officer for People’s Pension, noted that over 11 million people are already saving through automatic enrolment from the age of 22. Experts also highlighted that understanding pension savings and planning for retirement can significantly impact long-term financial security. They recommend considering different retirement scenarios and building a financial buffer to ensure stability in later life.