Here’s a piece I did recently for Money Magazine, entitled Let’s retire the word Retirement. For the convenience of one-stop shopping and archival purposes, I’ve also reproduced the piece below, with a few changes and links added since it was originally published in the current issue of the magazine.

By Jonathan Chevreau

This magazine, like its sister web site and its competitors, is devoted to the topic of money. That’s an obvious statement but stay with me.

We all need money to live, both in the present and the future. This basic fact has created the entire financial industry, dedicated to the notion of saving for a rainy day so we’ll have enough money both for today’s needs as well as tomorrow’s. And the week after, the year after that and so on, bringing us ultimately to the concept of Retirement.

Retirement is the greatest marketing bonanza ever conceived for the financial industry. If a mutual fund company, bank, insurance firm or ETF maker runs an ad, what is the major concept behind its marketing?

Typically, it features a mature couple frolicking on a beach or golf course, care-free, active, smiling, still in love and doing nothing that resembles work.

I don’t know when work acquired such a bad reputation but I’d venture  to say that in Canada, this phenomenon started to gather steam when London Life popularized its Freedom 55 campaign. Continue Reading…