Financial services love to say they want to reach women. So Why Are They Still Talking to Men??
The industry loves to tout its inclusivity. Banks, fintechs, wealth platforms—they all say the right things. They publish stats about the growing influence of female investors. They nod toward “empowering women.”
And yet—when it comes time to craft the campaign, shape the product, or build the brand—it still feels like they’re talking to men.
Why? Because somewhere deep in the brand DNA is the assumption that credibility, sophistication, and cool live on the male side of the spectrum. That if you want to signal power, you default to a voice he’ll recognize. And hopefully she’ll catch on.
It’s not just outdated. It’s lazy. And expensive.
Should your brand be targeting women over 40?
If brands ignore women over 40, they’re missing out on a group that makes 85% of household buying decisions. See what else brands need to know about this powerful and passionate group.
Survey results are in: Women 40+ have their say
Brands love millennials and they’re even somewhat interested in senior citizens, but women over 40 are not even on the radar. Fancy’s survey of 500 women over 40, recently covered by Campaign, gives these women the mic, and it turns out they had a lot to say.