Advertising, Marketing & Stereotypes

Women make over 80 percent of purchasing decisions in the U.S. and are primary consumers of a wide spectrum of products and services, but they are significantly underrepresented in the advertising and marketing fields. The advertising sector is overwhelmingly male-dominated and managers and account executives continue to rely on sexualized and objectified images in their marketing. Such campaigns can be harmful to women and girls in reinforcing stereotypes about consumer preferences and gender roles. Marketing to “tweens” (ages 8-12) and teens has added new psychological and economic pressures on girls to conform to unrealistic standards and increase consumption.

Understanding the Female Economy: The Role of Gender in Financial Decision Making and Succession Planning for the Next Generation

The Barclays Female Client Group, now in its second year, has launched a White Paper entitled: Understanding the Female Economy: The Role of Gender in Financial Decision Making and Succession Planning for the Next Generation. The findings show important distinctions into how men and women approach financial decisions differently and is the only research of its kind in the market.
URL: 
http://www.barclayswealth.com/about-us/sponsorship/uk/understanding_female_economy.htm

In Our Best Interest: Women, Financial Literacy and Credit Card Behavior

Prepared by the FINRA Investor Education Foundation, this study finds that women with low levels of financial literacy were more likely to engage in costly credit card behaviors than men with low financial literacy. The findings suggest that increasing financial literacy can improve credit card management and reduce or eliminate gender-based differences in credit card behavior (released April 2012). The study is based on data from the 2009 National Financial Capability Study.
URL: 
http://www.finrafoundation.org/web/groups/foundation/@foundation/documents/foundation/p125971.pdf
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