Women and Men almost equally as (un)likely to say ‘No’ to investing
A survey on attitudes to investing found that, when asked whether they ‘would invest’, ‘wouldn’t invest’, or ‘don’t know’, men and women were almost equally likely to say that they did not want to invest.
The gap, lies in the gender discrepancy between men predominantly saying ‘yes to investing’ and women expressing caution and uncertainty.
“We’re cautious, not stupid”
Bradley Gamage, Senior Director of Publicis Sapient described how one asset management firm updated its 1950s-style advertising from an image of macho ‘wealth hunters’ piloting a jet (where the only woman visible was the scantily clad icon reclining across the body of the aircraft) to a cartoon woman in combats, piloting the jet herself. However, Gamage suggests this was unlikely to achieve more resonance or buy-in from
female audiences: “Engaging women is not just about putting a woman in your advertising.” While women may not be won over by fighter jets, the ‘Pink and Periods’ route is not the way to go either. From pink Bic pens, to partnering ISA marketing campaigns with major tampon brands – as famously touted by The FT’s Personal Finance Editor, Claer Barret – the panel dismissed the ‘Pink and Periods’ approach.