What is it about?
This paper examines how gender influences the creation and consumption of financial advice from social media influencers, or "finfluencers." By analyzing hundreds of posts and conducting experiments, the study reveals key differences in how men and women present and respond to financial guidance. Male finfluencers often focus on numbers, graphs, and investment strategies, while female finfluencers incorporate personal stories, budgeting tips, and themes of empowerment. Interestingly, while most people claim to prefer gender-neutral advice, the study finds that men and women subconsciously favor advice that aligns with their gender. These findings highlight the subtle ways that gendered norms shape financial communication, even in spaces that appear impartial. The paper raises important questions about how to make financial education more inclusive and effective for diverse audiences.
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Why is it important?
This paper is unique because it brings attention to an emerging and understudied area: how social media influencers are reshaping financial advice in ways that challenge traditional norms. The focus on gendered patterns provides a fresh perspective on a field that has long been dominated by male voices and conventional approaches. It’s timely because millions of people, especially younger generations, now turn to social media for financial advice. As the demand for relatable and diverse financial education grows, understanding how gender influences this advice can help create more effective and equitable resources.
Perspectives
What I find most compelling about this paper is how it brings a deeply human lens to the seemingly objective world of finance. Money is personal, emotional, and cultural, yet financial advice often pretends it’s purely rational. This paper challenges that assumption by showing how gendered experiences and expectations shape the way people give and receive financial advice. I’m particularly struck by the paradox it uncovers: people want unbiased advice, but their subconscious preferences reveal something different. This isn’t just about finance—it’s a reminder of how deeply ingrained societal norms influence us, often without our awareness. It makes me wonder how much other “neutral” advice we consume is similarly shaped by invisible biases. For me, this research is more than academic—it’s a call to action. If we truly want to make financial advice accessible and empowering for everyone, we need to acknowledge and address these subtle biases. This isn’t just about better financial outcomes; it’s about creating a financial culture that values inclusivity and meets people where they are.
Dr. Adam Hayes
University of Lucerne
Read the Original
This page is a summary of: The Gendered Language of Financial Advice: Finfluencers, Framing, and Subconscious Preferences, Socius Sociological Research for a Dynamic World, January 2024, SAGE Publications,
DOI: 10.1177/23780231241267131.
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