Loath as I am to start labeling various advertising and marketing campaigns as ‘fails’, there’s one that needs a good hard smack.
In March, as part of International Women’s Day, that esteemed bank Westpac decided to put out the results of a survey about women’s finances.
The main line? Women just aren’t that smart when it comes to money. Who knew? And who let ’em all out of the kitchen and into the workforce in the first place?
Westpac’s survey (400 women) found that 44 percent of women feel financially insecure, 21 percent worry daily about their financial future, and 27 percent list putting money into savings or investments as a current focus.
Of course, men are more focused on savings and investments, and are much less worried about their financial future – or so the survey claimed.
Did Westpac ever think that the gender pay gap might have something to do with that? Or the fact that women leave to have babies, while men just keep on trucking? Possibly not.
Possibly, there may not have been much thinking going on at all in the marketing and communications room while this haphazard thesis was being cooked up.
What wasn’t a focus was the fact that more women than men pay the bills, do the budgeting, undertake household spending or oversee the kids’ banking. That message got lost in the clusterfuck of postfeminist twaddle.
Part of the problem with Westpac’s lack of foresight in going public with something like this was doing it on International Women’s Day. Way to celebrate female emancipation.
The other part? One particularly disgusting and sexist line in the press release: “A man is not a financial plan.”
In this day and age, women simply don’t view men as a meal ticket. Implying that along with an insulting message only serves to reinforce outdated gender stereotypes.
I’m a little ashamed to be banking with Westpac now that it’s revealed itself to be the dinosaur of all the banks.
Perhaps a brand synergy with co-dinosaur Alasdair Thompson is in order?