Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.
Most banks talk about women's lack of financial confidence, but don't address its root cause. Banks typically turn to so called female-focused financial literacy and tailored financial planning to address women's lack of financial confidence - but fail to ask why they lack confidence in the first place. Rather than just helping women "overcome" their lack of confidence, Bank of Montreal (BMO) wanted to uncover the real drivers behind it. Using industry data and primary qualitative research, BMO would expose the financial stereotypes that erode women's financial...