CBUS campaign to address members’ needs across age cohorts

Yasmine Raso

Senior Journalist

3 February 2026

New research from CBUS Super has formed the basis of a new campaign seeking to address members’ diverse financial needs, as they shift and change depending on the generational cohort they belong to.

The research indicated that more than 80 per cent of CBUS members aged between 25 and 34 years of age show high levels of engagement with their finances and are already considering several different wealth building strategies to best suit their long-term future.

Those aged under 25 desired more “practical guidance” on saving, investing early and how to “make their money work harder”, while those aged from 35 to 49 years edging closer to retirement were focused on “preparation” at the same time as managing “household pressures”.

Members between the ages of 50 and 66 were among those most concentrated on “maximising” their superannuation balances by adopting more effective tax strategies and learning about pension rules. For those aged 67 and over, their needs revolved primarily around pension entitlements, maintaining consistent retirement income and keeping on top of “typical later-life” financial decisions.

“Our research tells us there’s a big group of young workers out there we need to reach who are ambitious and committed to building a successful future, just like CBUS,” CBUS Super chief executive, Kristian Fok, said.

“We want them to know CBUS Super is here to play a role in growing their wealth and supporting them to achieve their financial goals, whatever they might be.”

The campaign, ‘Build your something’, introduces CBUS’ “refreshed brand identity” and reinforces the fund’s capabilities to cater to members at every stage of their working lives – and after.

“We are proud of the story that champions our members and the vital contribution they make to building the Australian economy,” Fok said.

“We’re saying to Australians, particularly those at the start of their journey, that CBUS is a smart choice to ‘build your something’ and meet your financial goals.”