There’s a lot of hand wringing that gets done in marketing departments about how to get women to invest. Women are powerful consumers. Often the decision maker in key household purchases. Quite rightly any marketeer worth their salary wants to go after a valuable market segment.
It seems to me that recently we have started lecturing women about why they need to invest. The common arguments are the gender pay gap, the superannuation gap, savings accounts give you rubbish returns and my personal favourite, financial independence (ie a thinly veiled translation of a man is not a financial plan).
All sound arguments and well intentioned, if not occasionally condescending.