Last summer, with the support of Prudential, ILC-UK published a report which explored how we can use behavioural theories to encourage younger people to save. 
On Sunday, Baroness Greengross had a letter published in the Sunday Times (22 January) which highlighted one of our recommendations, i.e. if we are going to encourage more younger people into a savings habit, perhaps we should look to introducing a savings rule of thumb similar to the “five-a-day” healthy eating message.
Additionally, this week we heard that the new Chief Executive of the ABI is interested in another of our recommendations, i.e. the idea of greater pension flexibility (for example, allowing younger people to draw down their pensions when they need to). Saga have backed this call.
As a relevant aside, there is an interesting and recently posted TED lecture by Daniel Goldstein which talks about how we can nudge people to save. Take a look.
Perhaps they have all been reading the ILC-UK report?