New research from Starling Bank reveals 65% of financial articles in women’s magazines define women as ‘splurgers’
The way we speak to women about money differs to the way we speak to men, reveals new research commissioned by Starling Bank as part of their campaign #MAKEMONEYEQUAL.
The linguistic study, completed by The Answer (a research agency specialising in semiotics and cultural value), assessed 300 articles from a mix of outlets aimed at men and women readers and reveals that when it comes to finance, women are considered less productive than men.
Nearly two thirds (65%) of financial articles in women’s magazines define women as excessive spenders advising them to limit, restrict and take better control of shopping ‘splurges’. To combat this, they are encouraged to save small sums, earn small amounts, or to depend on financial support.
Many articles therefore root women’s economic contributions to forms of thrift. Nearly 90% of female targeted articles focus on small ways to save money, often by creating hobby revenue streams or by ‘cutting back’ on outgoings. A further 71% encourage women to specifically seek out vouchers, discounts, bargains and coupons to save money.
Nearly half (47%) of articles aimed at women look at combined income issues, such as shared expenses and reliance on parents or partners, tying women’s economic participation to the domestic sphere and obligations to the family or household. The articles also strongly imply that women are not legitimate earners, suggesting they could contribute more by spending less money made by men, rather than making their own.
Based on the results of the study, Starling Bank has launched #MAKEMONEYEQUAL to change the way we talk to both men and women about money.