Today HSBC describes workers as an "Ostrich Generation" for not saving enough in pensions.
This is a good marketing slogan for the financial services industry but could annoy hard-pressed families, struggling to pay the mortgage or rent, let alone save for a rainy day.
Also, it lays the blame on individuals, rather than employers, financial institutions and successive governments.
*Employers won't provide reliable pensions any more.
*The state is wriggling out of earnings-related pensions in favour of a flat rate payment.
*Personal pensions have been a big disappointment for many savers.
*Plenty of people still remember the pension rip-offs of recent years.
The Ostrich label implies that people are foolish. Well, maybe some are, but plenty have been thinking hard about the future and worry about it a lot.
They see pensions as risky, uncertain and they're concerned about locking savings away where they can't get at them..