Research: An Equal Future – changing attitudes to female investing

Women’s attitudes to saving and investing for their future are changing, according to research by YouGov, commissioned by communication specialist, Like Minds.

Its report – An Equal Future – finds that with gender pay gaps closing, and women having increasingly better access to financial planning information, females are now creating a shift in attitude.

It now finds 43% of women believe that men and women are equally con dent when it comes to investing, while almost half of respondents (49%) believe both genders are as equally interested in their financial futures as each other.

However, the report is critical of how most financial communications still tend to focus on men. It finds:

• 40% of women believe men are the primary targets for communications around investment decisions
• 39% of women believe communications about financial products do not reflect the way they think and feel about money