A Woman's Relationship with Money

A Woman's Relationship with Money Key findings from Women & Co. proprietary research conducted in Spring 2011. A woman's relationship with money evolves over her lifetime. Understanding this relationship can help increase engagement with women in our target markets. A Toolbox of Resources Money is a Measure of Self-Worth Provides Protection SE Financial decisions are something that will affect the rest of your life. G6 Information provides a feeling of control, knowledge is power. Multiple It's not a light, quick decision. It's a very thoughtful decision that requires a plan, goals, possibilities, knowing what you want to achieve. You don't do it like changing your coat or getting a new pair of shoes.2 - Lynn, Women & Co. member resources are comforting, comprehensive. It's about control and being able to predict certain things in life. 3 - Julie, Women & Co. member MANAGING MONEY REPRESENTS HOW YOU KNOWLEDGE IS POWER: MANAGE YOUR LIFE: To mitigate fear and relieve stress, women seek to equip themselves with knowledge to DECIPHER the language of money. It's an opportunity for expression about your self-worth. Those who manage money poorly are perceived by others to be frivolous and irrespons ible. MULTIPLE PERSPECTIVES BUILD CONFIDENCE IN DECISION MAKING: Having a variety of perspectives helps VALIDATE that women are making good, informed decisions. NO PRESSURE TACTICS OR HARD SELL, PLEASE: THE RULER OF SOCIAL JUDGMENT: Women don't want financial resources that require excessive work and call for quick decisions to be made, magnifying feelings of STRESS. SEEK A NEUTRAL GROUND TO PREPARE FOR DECISION MAKING: Women want to learn about money SEPARATE from where her assets are kept. Parables for Everyday Living Key Takeaways Safety in Community • She is looking for a toolbox of resources. A community helps renew confidence and provides support for when decisions will be made. Citibank and Women & Co. can provide the diverse perspectives that women seek. Financial independence can be a lonely act for women: there is an opportunity to engage her through stories and help her make LEARNING THROUGH STORIES connections. Women want to CONNECT and learn through the power of story. • Hard sell and judgments are turnoffs: look for opportunities to educate and encourage. • Because money is tied to her self-worth, decisions are both emotional and logical. TABOO MONEY TALK Money was rarely talked about when women were growing up so now they seek to participate in two-way COMMUNICATION. CONTACT: Women & Co. can share additional women & co. cíti Lauren Coulston information about the research and talk to you about engaging women in your business. Email: [email protected] Phone: (212) 793-1314