I have a hypothesis that personal finances could one day be discussed and debated casually among a group of young women, like how health and wellness topics are. It’s difficult to find substantial evidence that girls can talk about health, mindfulness, nutrition, skincare, societal issues is critical and deep ways, but I know they are doing it, its like, all girls that do.
What if we were talking about money? Instead of fitness goals – financial goals, instead of health product scams – cryptocurrency scams, instead of gut health and holistic medicine – stock health and investing in commodities, instead of discussing the effects of fast fashion – discussing the effects of inflation. I know this is silly because duh, no one likes talking about money. But that isn’t true- a lot of people do like talking about money, and the wellness topics that 19-26 year old girls are nearly experts on don’t really sound all that interesting on their own either. Women have been able to reframe these topics to be integral to personal care and wellness- and they are so dedicated to every single aspect of this topic.
Women are so attached to being well that companies can use it to prey on them.
Personal finance benefits personal peace of mind, personal security, and even the security of others in the future. Even if it can’t be a part of the personal wellness category ever, we can at least learn from the ways women are self-educating on wellness topics.
What makes these boring topics become important to women?
“Women are moving from being just a participant into taking control of their wellness journey and driving decision-making, says Fred Latasa, senior VP commercial strategy, WebMD. Taking action to improve their well-being gives them confidence and a sense of empowerment as they make decisions for themselves and their families. The following are five ways women are taking charge of their health:
1. Investigate – 75% of women online have looked up health information in the last year. They’re digging deeper into health & wellness issues that are important to them. This includes reading labels and learning about ingredients in food and beverage products. They want to know what they’re feeding themselves and their families.
2. Educate – This research and question-asking builds their knowledge about their health and their bodies. Women are gathering more information on issues beyond simply what their doctors tell them. In fact, 62% agree with the statement, “I know my body better than my doctor does.”
3. Validate – Women are social and reaching out to seek validation for the wellness information they hear. They aren’t taking the information they gather or advice from their doctors at face value. They’re connecting with others and gaining outside confirmation.
4. Track – Of the 72% of women who track health, diet and activities for themselves and their family, half have changed their behaviors for the better because of the tracking. Tracking apps and wearables such as FitBit are seen as part of their healthcare team.
5. Share – After putting in all of the work these actions require, women are sharing their findings, experiences and results with others. This helps other women in their own quests for information and improved health and provides motivation and accountability for fitness goals.
How can we facilitate effective investigation for women researching personal finance?
How can we make women feel confident that they are or can be financially educated?
How can we facilitate social validation for women to discuss and confirm their decisions and beliefs of personal finance?
How can we utilize behavior tracking to help women change or understand their financial behaviors?
How can we use the motivation and accountability of social sharing to help women make and reach financial goals?
THE TOPICS WOMEN ARE SELF-EDUCATING THEMSELVES ON
They’re searching for information on:
- Healthy eating
- Dieting
- Fitness
- Stress
- Blood pressure
- Sleep
They’re interested in:
- Healthy food coupons
- Daily tips – this is def achieved through instagram/social media
- Health assessments
- Better habits
Hypothesis – women love assessments, quizzes. Give them a financial health assessment. Tell them which euphoria character they are based on how well they are managing their money.
Hypothesis- women love to be told how to live their lives through habits. They love a three week challenge. A social media cleanse. A daily meditation. Daily affirmations. Being reminded to drink water, to journal. Create a financial ritual for women to follow and talk about.
Hypothesis – women love discounts, coupons, and sales. This isn’t a theory, I found through other research that they are better at savings like this than men and they seek them out more. Huntington could reward women for being better at finances, they could reach levels, get some sort of incentive for being able to understand money more. OR they could get rewarded for taking actions, sharing with others, completing activities/rituals.
