BRAND & CONTENT STRATEGY

Parents & teen girls:

How to talk about the F word

(Finance)

You can’t learn what you’re not taught.

Gender bias starts young—especially around girls and money.  From the classroom to the dinner table, studies show how unconscious bias influences how we talk (or don’t talk) to girls about finance, as well as what we do (or don’t) teach them. By their teen years, the knowledge and confidence gap widens and continues to grow into adulthood.

The good news? Parents are more invested than ever in raising financially savvy kids, and teen girls name their parents as their go-to source for money advice. The challenge is that most parents don’t feel equipped to teach their kids. This got us thinking…

What the research says

When it comes to learning about money and finance, teen girls said they wanted relatable stories, practical tips, and engaging content.

“I'm definitely worried about money and being in debt after college. I just don't really know where to start and my parents keep telling me save." - Izzy C., 17

When it comes to teaching their daughters, parents said they wanted help engaging them, leading conversations, and building their financial confidence. 

“I wish I had learned about money and investing so much earlier than I did. I am in my 40's and just now getting educated. However, I will take my lessons learned and have already started educating my daughters now!" - Rebecca, 46

The Confidence Gap

Only 25% of women report feeling confident when it comes to money, something that begins to decline in their teens yeas.

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