Amy Cashman Financial Services Lead Kantar UK

Transcription

1 Amy Cashman Financial Services Lead Kantar UK

2 No other group is as important or talked about as women today In Society Gender In the Workplace Equality As Customers Individuality 2

3 Kantar wanted to understand this changing consumer landscape to help clients unlock the commercial opportunity Client-owned data assets Expert interviews Fresh Kantar research Kantar-owned data assets 3

4 Our multiple sources enable an holistic and granular view of women as customers Different context Lower confidence and engagement Still a man s world Commercial and societal impact 4

5 Women s context is quite different from men s Seek validation and re-assurance Focus on others Find FS dealings more challenging 9

6 Our analysis of social media conversations over the last year shows that for women finances are rooted in everyday family life Relations (family, kids, friends etc.) 75,201 Tax 21,888 Bank account 70,644 Interest 15,989 Holidays 6,037 Cash 14,268 Scam 3,184 Brexit 12,477 Shopping 2,867 Fees 7,714 Refund 2,614 ISA 7,580 First time 2,249 Currencies 5,944 Source: TNS social media analysis of 1,487,215 conversations May 2016 June

7 Fewer women are financially engaged and confident Confidence Low 65% 55% Medium 20% 20% High 15% 25% Source: Kantar Media TGI Confidence Index 2017, base: GB consumers (m=11.843; w=12.157) 7

8 . And if women s confidence and engagement could be increased just a little 130bn is the size of prize the industry could gain from women by increasing their confidence 8 37

9 Our three part framework reflects women s behaviours and attitudes at different stages of their financial lives 9

10 The opportunity to build trust and value, where women feel most at home, is being overlooked 11

11 Women are more competent but their lower confidence is reducing their positive involvement 12

12 Stepping into the man s world of investing for the long term, organisations are reverting to type compounding women s lower engagement 13

13 Lower engagement is driven by poorer understanding, complexity and fear of not doing the right thing Understanding Engagement Have a good understanding I have some understanding I don't understand this Complexity and risk 50% 63% Too much like gambling - I don't understand which product is going to be the best for me, and financial advisors only want to recommend what is best for them! Far too complex with big risk There are just so many ways to invest and the market is so volatile it s hard to know where to invest Source: Kantar TNS CX Survey, base m=1000, w=

14 Overall, the total value of women s portfolios is less than forty percent of men s and three quarters is allocated to cash 8,750 22,500 Source: BlackRock Investor Pulse 2016 UK findings. Base 4000 respondents; 2000 women, 2000 men 15

15 Even confident women investors see financial advisers as male, aloof and lacking in empathy Arrogant, wide boys with a sense of entitlement opportunists Spencer Matthews-types hot desking Sales! Eddie Murphy in Trading Places Grabalicious We want your money Very unfriendly Very traditional Dark blue suit for authority He wants us to trust him Unwelcoming You re the one that has to go up the stairs Like Mary Poppins Source: Kantar TNS Qualitative Groups with Female Investors

16 and less confident women investors see financial advisers living in a different world. Wouldn t trust too much for financial advice Quite approachable Biased Oak-panelled office in the City Tweed suit and Chanel tie Well-established Smarmy, arrogant Interested in their own gains Not trustworthy Source: Kantar TNS Qualitative Groups with Female Investors

17 One organisation is successfully appealing to all women investors capturing their world and challenging stereotypes Source: Kantar TNS Qualitative Groups with Female Investors

18 A financial and social concern: Women s lower engagement is a major factor behind their concerns and shortfalls in retirement income 24.9K 53% 65% 73.6K of women are worried about running out of money in retirement (1) of women either don t know or have no idea if they are on track for their desired income in retirement Average men s retirement savings are three times greater than women s Source: BlackRock Investor Pulse 2016 UK findings. Base 4000 respondents; 2000 women, 2000 men Source: Aegon UK Readiness Report April

19 Winning over women requires different approaches throughout their financial lives Build trust, don t take it for granted Build trust for short term gains and a profitable longterm relationship for everyone Involve, don t confuse confidence and competence Make sure women are involved in decision making to drive better outcomes for all parties Empower don t diminish Break the deadlock; build confidence and engagement in the wider context of what investment can bring for her and her family 20

20 Three enduring principles Get inside her head Step into her world Take her seriously 34

21 . And the size of the prize for improving engagement 130bn is the size of prize the industry could gain from women by increasing their confidence 22 37