Confronting stereotypes to empower an overlooked segment of the financial population
In an effort to better understand the changing social norms around money in today’s world, we conducted a national survey to learn about Millennial women’s attitudes and behaviors regarding money in today’s world, spanning the subjects of family, work, friendship, relationships, and self. Knowing that talking about money is taboo for many, we needed to tap into underlying stereotypes and compare responses across generational cohorts to uncover these insights. We used projective techniques and a number of tools from our Pragmatic Brain Science Institute®, including linguistic coding and the BASE Framework, to connect with consumers’ fundamental needs and identify underlying perceptions that may drive behavior and decision-making.
- The client used the data points to start a public conversation on social media and other digital channels to engage this critical group of consumers
- Gave creative voice to the most compelling stats in digital activation campaign
- The resulting PR campaign lifted brand relevance and ad recall KPIs
- Increased perception of the client as an innovative brand