Since last month's issue, newspaper headlines have continued to scream out doom and gloom about the current markets, among them "Super losses", "Savage write-offs" and "More bad news".
Most recently "The year to forget" was plastered across one national newspaper, complete with a breakdown of the 'winners' and 'losers' of super fund performance.
Rising petrol prices and interest rate hikes will fuel people's unease as they face another round of negative returns on their member statements.
Funds certainly face an uphill battle as they try to reinforce the messages of super as a long-term investment.
So there was no surprise the industry approved of ASIC's latest initiative.
The corporate regulator has called on the industry for input on how to make it easier for funds to provide personalised superannuation forecasts for their members.
Australian Institute of Superannuation Trustees chief executive Fiona Reynolds said negative end-of-year returns experienced by most super fund members this year meant it was even more important for consumers to stay engaged with super and understand the benefits of compounding investment returns over the long term.
"The last thing we want to see is people contributing less to their super just because they've been frightened off by the recent share market downturn," Reynolds said.
Against such turbulent times, this year's Investment and Financial Services
As major banks admit to billion dollar write-downs and the sub-prime mess promises more pain to the tune of $1.5 trillion, the association is confident the industry still has scope for innovation.
IFSA deputy chief John O'Shaughnessy tells us in this month's feature that Australia has earned a worldwide reputation for innovation.
Our compulsory super system and sophisticated wealth management system have certainly attracted the attention of offshore markets.
Our cover story picks up on one of the IFSA conference themes, profiling how companies have exported their local expertise.
But as O'Shaughnessy says, the industry needs to challenge itself and not rest on its laurels.
And if the turbulent markets are not enough, the Government's green paper on the emissions trading scheme released last month has certainly created some big issues for the industry.
While the financial services industry must remain vigilant in securing the best investment returns under unpredictable markets, maximising potential opportunities under a carbon trading emissions system will be another test.
On a brighter note I am pleased to welcome Alice Uribe to the Investor Weekly team. Alice previously worked in the tax section of a major consulting firm. Market turbulence is a walk in the park for her.
