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93% of women say they have significant influence on what financial services their family purchases. With so much influence, one would assume that financial services companies would market effectively to women but research by M2W® 2013 sponsor Insights in Marketing says differently. Read more…


A new survey of Boomer Women conducted by, in partnership with marketing to women expert Holly Buchanan, indicates a dramatic shift in the way Boomer Women think about responsibility for their financial futures—Boomer Women want and expect financial service firms to recognize their independence and their importance as decision makers.  Some other key insights:

  • While almost half of Boomer Women respondents said they were raised to believe a man would take care of them financially, only 3% believe that now with a stunning 97% saying they have to take control of their own financial future.
  • 78% didn’t relate to current images in financial advertising, many of which show women depending on men.
  • Key emotions Boomer Women feel about their futures include fear (52%) and uncertainty (39%) with only 10% expressing calm or security about their financial future.

“Financial service companies that want to help the Boomer Woman maintain her independence need to talk to her directly, not through surrogates like her husband, children or parents,” said Stephen Reily, Founder and CEO of Reily led a roundtable lunch discussion on connecting with Boomer Women during M2W® 2009 and is set to be a 2011 sponsor of M2W®.   Added Holly Buchanan, “The language and images used in financial services marketing aren’t connecting with Boomer Women. They prefer images of families (with no clear hierarchy) over images of couples. Terms like ‘feeling financially secure’ and ‘having a comprehensive plan in place’ scored higher than traditional marketing language like ‘wealth management.’”

“This survey underscores the fact that this is a generation of women who want to have as much control over their lives as possible,” said Carol Orsborn, Ph.D., Senior Strategist with “Even those who allowed others to call the financial shots prior to the Recession have now taken the reins. Marketers who ignore this trend take the risk of alienating the very decision-makers they now most need to reach.”

Get more from Reily and Orsborn by picking up their latest book, Vibrant Nation:  What Boomer Women 50 Plus Know, Think, Do and Buy. Also, don’t miss at the 2011 M2W®-The Marketing To Women Conference, April 13 & 14, 2011, at the Chicago Cultural Center.

A new study from CareOne Debt Relief Services has found some interesting statistics regarding women and debt:

  • 45% of women seeking debt relief assistance have more than $50,000 in household debt, this is up from 33% just two years ago.
  • The increase in debt greater than $50,000 touched all regions of the country. But four states – Maryland, Oregon, Pennsylvania and Washington – saw more than a 50% increase in the number of CareOne customers with more than $50,000 in debt.
  • More women from upper income households are seeking debt assistance. CareOne has seen a 38% increase in the portion of women seeking debt assistance with an annual household income greater than $60,000.
  • The percentage of widowed and divorced women seeking assistance has risen dramatically over the last two years, while the share of single and separated women seeking help has declined.
  • Women who are retired or nearing retirement are more likely to seek debt relief assistance now than before the recession, while a smaller share of younger women are seeking help.

What can marketers learn from this study?  “The recent recession has impacted almost every family in the country, placing a particular burden on women who traditionally manage a family’s savings” said Jenny Realo, executive vice president and chief product officer for CareOne Services, Inc. “As a result, we have seen a drastic shift in the kinds of people reaching out for help in managing their debt.”

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