Finance marketers could be perpetuating gender myths and imbalances: study
Marketers working with finance and banking brands could be out of step with consumers in their perceptions of gender, a new study has revealed.
A study by Yell Creative, presented today at Mumbrella’s Finance Marketing Summit, shows marketers in the space appear to disproportionately think consumers trust males ahead of their female counterparts, and are also failing to accurately represent consumers in their campaigns.
The research was done in conjunction with Ipsos and surveyed 1,500 financial services customers and over 250 senior finance marketers. There were 31 questions for marketers and 10 for consumers.
Consumers, according to the survey, see little difference between males and females working in the space and what they can offer.
Begging the question – using a premise to support itself.
Perpetuating gender myths?
Guys, remember what you’re for.
To move boxes out the door.
When the CEO is told that the business has not perpetuated any gender myths, this will be a great comfort when the shareholders are kicking him or her up the arse, because the ROI is insufficient or non-existent.