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做富豪不是多數(shù)女性的首要目標(biāo)

做富豪不是多數(shù)女性的首要目標(biāo)

Caroline Fairchild 2014年11月20日
一項全球調(diào)查顯示,大多數(shù)女性并未將擁有巨額財富列為首要目標(biāo)。對于女性來說,拿她們的錢進(jìn)行投資冒險,遠(yuǎn)比不上用這些錢做一些更實際的事情重要,比如家庭旅行,外出就餐等。

????在想象成功的人生時,變得極其富有并不是許多女性首先想到的事情。相反,在各大洲的許多國家,媽媽、女兒和妻子們更關(guān)心家庭的經(jīng)濟(jì)保障。

????這是一項調(diào)查的主要結(jié)果。該項調(diào)查的對象是美國、英國、中國和巴西的21歲至69歲的男性和女性。雖然受訪者在經(jīng)濟(jì)上的擔(dān)憂持續(xù)減少,但大多數(shù)受訪者仍非常擔(dān)心他們只能勉強(qiáng)度日。

????這項由福萊國際傳播咨詢公司(FleishmanHillard)和赫斯特傳媒(Hearst media)共同組織的調(diào)查顯示,有80%的女性表示,相比權(quán)力和性,她們寧愿擁有更多金錢。但更加深入的研究發(fā)現(xiàn),女性對金錢的重視并非為了財務(wù)上的優(yōu)越性,而是為了獲得生活保障。

????調(diào)查結(jié)果不僅對女性積累財富的能力有顯著意義,對理財規(guī)劃師們同樣意義非凡。美國女性今年預(yù)計將獲得18萬億美元的收入,比5年前增長50%。在全球?qū)用嫔?,?030年,女性將控制美國三分之二的財富。而且,對于女性來說,拿她們的錢進(jìn)行明智地冒險,遠(yuǎn)比不上用這些錢做一些更實際的事情重要,比如家庭旅行,或者外出就餐等,因此女性不太可能將她們的資金用于投資。

????更重要的是,女性越來越覺得金融機(jī)構(gòu)不值得信賴。美國的受訪女性中僅有三分之一表示,她們是某家理財服務(wù)公司的忠實客戶。而在英國的受訪女性中,這一比例降至16%。此外,美國、英國和中國的受訪女性中,超過半數(shù)表示目前市場上過多的理財服務(wù)產(chǎn)品和選擇,讓她們“不知所措”。

????益普索媒介研究(Ipsos MediaCT)受眾測評部高級副總裁兼首席洞察官史蒂夫?克勞斯表示,這種對理財規(guī)劃機(jī)構(gòu)謹(jǐn)慎而又不知所措的態(tài)度,造就了女性自力更生的觀念。益普索媒介研究也是負(fù)責(zé)進(jìn)行此次調(diào)查的第三方機(jī)構(gòu)。這種觀念讓女性相信,自己積蓄以備不時之需,比將錢存到銀行更加可靠。

????克勞斯說道:“男性經(jīng)常會說他們又想消費了,他們更可能會說:‘我下個月要進(jìn)行投資?!F(xiàn)在,女性對金融品牌的信任度很低,我們看到越來越多的女性更加傾向于自力更生?!?/p>

????伊芙?艾利斯在摩根士丹利財富管理集團(tuán)(Morgan Stanley Wealth Management)子公司Matterhorn Group擔(dān)任財務(wù)顧問。她表示,女性對于理財規(guī)劃和投資的態(tài)度,會很容易蔓延到整個群體。她便曾見過一些女性,雖然期望獲得經(jīng)濟(jì)保障,但對于投資選擇卻極為謹(jǐn)慎。

????她說道:“可惜的是,投資者在進(jìn)行投資時如果太過謹(jǐn)慎,可能會錯失實現(xiàn)期待已久的經(jīng)濟(jì)保障機(jī)會。有一句老話依舊很有道理:沒有風(fēng)險,便沒有收益?!?/p>

????不過,這份報告的確讓那些希望吸引更多女性客戶的理財規(guī)劃師看到了一線希望。自大衰退結(jié)束以來,女性對理財策略的考慮更加長遠(yuǎn)。有75%的女性表示,如果孩子能進(jìn)入一家頂尖高校,她們愿意放棄重要的升職機(jī)會。而這為財務(wù)顧問們提供了一條如何與女性談?wù)撈湮磥淼木€索。

????When women are asked to imagine success, becoming extremely wealthy is not the first thing that comes into their minds. Instead, across countries and continents, mothers, daughters and wives are more concerned about financial security for their families.

????That’s one of the main findings of a survey of women and men ages 21 to 69 in the United States, United Kingdom, China and Brazil. While economic concerns among both sexes continue to decline, most respondents are still worried about just getting by.

????Nearly 80% of women said they’d rather have more money than power or sex in their lives, according to the survey, which was backed by public relations firm FleishmanHillard and Hearst media. Yet a deeper dive suggests the drive behind the money is for security as opposed to excelling financially.

????The results have dramatic implications on not just women’s ability to accrue wealth, but also on financial planners. Women are expected to earn $18 trillion in the U.S. this year — 50% more than they earned five years ago. On a global level, by 2030, women will control two-thirds of our nation’s wealth. As taking smart risks with their money falls to the wayside in place of more practical bets like planning a family trip or going out to eat, women are less likely to invest their money.

????What’s more is that women feel increasingly untrustworthy of financial institutions. Only about a third of women surveyed in the U.S. said they were loyal to one financial services company. That figured dropped to just 16% among women in the U.K. Also, more than half of women in the U.S., U.K. and China reported to be “overwhelmed” by the products and choices available today for financial services.

????The cautious and overwhelmed attitude toward financial planners breeds an attitude of self-reliance, says Steve Kraus, senior vice president and chief insights officer Ipsos MediaCT’s audience measurement group, the third-party organization that conducted the report’s research. This leads women to believe that saving their money for a rainy day is better than taking it to a bank.

????“It is men who are more likely to say that they want to start spending again, and it is men that are most likely to say that I am going to invest in the coming months,” says Kraus. “There is not a lot of trust in financial brands right now, and we see growing numbers of women feel more self-reliant.”

????Eve Ellis, a financial adviser with the Matterhorn Group at Morgan Stanley Wealth Management, says it is too easy to generalize among an entire group of women about their attitudes toward financial planning and investing. Yet she has seen some women, in their desire for financial security, be overly cautious in their investment choices.

????“Sadly, investors who are too cautious as they invest in the markets may miss opportunities to achieve the very security they seek,” she said. “The old credo too often stands true: No risk, no gain.”

????The report did include a silver lining for financial planners looking to recruit more female clients. More than ever since the end of the Great Recession, women are thinking longterm about their financial strategy. Some 75% of women would opt out of a significant promotion if their child could get into a top college. This gives financial advisors a clue of how to talk to women about their future.

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