Male-oriented advertising putting off female investors, study finds - who agrees?

[DottyB1]

Really interesting study found that male-oriented advertising is putting off female investors and not playing to our areas of concern: www.fundsandshares.co.uk/industry/male-oriented-marketing-failing-attract-female-investors-study/

I never really thought about this, but seems spot on. All this talk of profits, 'hunting' profits etc doesn't bode well with me. Seems like those financial services marketing people have missed a trick.

Has anyone come across good female-friendly advertising before?

Heavrn forbid. We'll end up with the sheilas wheels stuff - thick slap, big hair and pink handbags. If you can't cope with the idea that investment is for profit and has risk , you need to learn.
Especially now with savings rates below inflation.

This is true actually - the adverts are all shiny aggressive alpha male stuff. Along with societal assumptions that men are more interested in investing than women (who only care about the household budget) it's really offputting to women interested in trying investing.

Ironic as the statistics suggest women are on average more successful investors than men.

Well it's not a very well-written article ("male-dominated areas such as profit and growth"? That means nothing.) But I'm sure it's true generally. I work in finance and there is a lot of arsey alpha male talk. Our best performing fund is run by a group of women.

Words like hunting just don't bother me, it's not as if actual spears are being used.

I started saving and investing at a tender age due to the anti capatalist rant of the evils of the stock market by a leftie teacher in the late 1970's. I had a lightbulb possible free money moment. It always amuses me that his philosophy backfired in a spectacular fashion.