Why do women want to invest?
According to The Times’ Catherine Newman, we need to consider why women want to invest:
“The reasons I invest are because I have two young daughters for whom I want the very best and because, should my relationship break down, I want to know that I will be free to walk away and immediately be standing solidly on my own two feet. As a marketer I believe the same is the case for most women: They’re not so much driven by the what as the why. Once we start thinking about why women want to invest, their life goals, security and independence, then we really engage them.”
Investing for investing's sake Vs. Investing for life's sake
While male investors may enjoy the thrill of the ride - investing for investing’s sake, women are much more practical in terms of desired outcomes – investing for life’s sake. If marketers can speak directly to these practical objectives they will see greater success with female audiences.