Guest post
The stereotype of a successful investor is male-dominated – women don’t play a role. The financial power of women is underestimated. Financial institutions with foresight should approach them as designers and take their needs seriously.
By Claudia Müller
Recently, I sat in a crowded movie theater eagerly awaiting the start of the movie: Star Wars midnight premiere. However, the exciting atmosphere was briefly interrupted by the advertising before the film. A sports car, a stylish watch “for the next generation” and a bitter beer in the dunes – none of these seemed to be aimed at me, a woman, as a target group. But what does this have to do with finances?
The simple answer is that women are not the target group of the financial sector; just as we are not the target group of the cinema advertising described above. This not only reinforces existing injustices; As a result, the financial sector is missing out on very concrete financial opportunities.
The power of money: Missing address in the financial sector
The advertising before the Star Wars premiere reflects what is also happening in the financial sector. Women often feel unaddressed or even overlooked. The stereotypical image of a successful investor is still one of a man who makes a quick decision while wearing an expensive suit. But reality looks different.
The financial sector often ignores the fact that women have a significant impact on the economy. Studies show that women’s wealth grows 1.5 times faster than men’s. One reason for this is that women’s salaries are rising faster. Women are becoming more and more valuable customers because they are richer.
Women’s wealth: an underappreciated force
It is time to recognize and acknowledge the financial power of women. Women are not only able to build wealth, but also to make sustainable decisions. In many cases, women inherit not once, but twice – first from their fathers and then from their partners. This financial stability and the ability to pass on wealth make women a key group in the financial market.
The financial industry needs to stop seeing women as passive recipients of financial services and start seeing them as active creators of their financial future. Women’s needs and preferences should be taken just as seriously as those of their male counterparts.
Long-term thinking: the female contribution to sustainable financial planning
Women often think long-term and have a particular affinity for sustainable financial planning. This is not only beneficial for their personal financial security, but also for society as a whole. Women not only bring their own goals into the financial plan, but also think about the next generation. This long-term perspective can be invaluable to the financial industry.
Sustainable financial planning is not only focused on short-term profits, but also takes into account the long-term effects of investments. Women therefore not only contribute to their own financial stability, but also to the stability of the entire financial system.
Women in focus: customer loyalty and successful financial services
Neglecting women as a target group in the financial sector not only leads to a loss of potential sales, but also to a missed opportunity for customer loyalty. Women who do not feel addressed may not take advantage of the full range of financial services.
To address this gap, it is crucial to design financial services in a way that appeals to women and meets their needs. This is not about creating new financial products; it’s just about taking into account the diversity of customer needs. This will not only lead to stronger customer loyalty, but also to successful and future-oriented financial services.
Conclusion: Recognize the power of female financial empowerment
At first glance, Star Wars and finance may have little in common; However, upon closer inspection it becomes clear that both ignore half of their potential customers. Women’s financial power is growing exponentially, and it’s time to recognize it and act accordingly. By addressing women as active designers of their financial future and taking their needs seriously, the financial industry can not only benefit from the diversity of its customers, but also ensure sustainable, long-term stability in the financial market. The financial industry should recognize that women not only have a place in the financial sector, but play a crucial role in its future.
This article appeared firstwhich, like stern, is part of RTL Deutschland.
Source: Stern
