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Freedom Or Generosity: What Money Means To UK Men And Women
Tue 14th February 2017
Sally Yates, Head of Marketing for EQ Paymaster asks: Is it the power of love or just plain power?
According to a scientific survey* of 100,000 UK men and women, women are twice as likely to associate money with generosity while men are twice as likely to link it to freedom.
We already know that, in general, men are better prepared for their financial future, that they are more confident in taking longer term financial decisions and that they will take more risk. So can money pathology offer some further insight? Can it help inform how we can help women to do more to bolster their own financial future?
In the survey, men appeared to associate money with freedom and power. By contrast, women generally associated money with love and generosity. In a financial services industry deemed ‘too masculine’ by many women, perhaps we should be focussing on what women value in money in order to help shape better financial futures.