The bank’s new campaign apologises for past behaviour and vows to tackle stereotypes.

 

NatWest is aiming to address ‘huge’ financial confidence gaps between men and women in a new campaign that seeks to redress toxic stereotypes.

The commercial and retail bank’s campaign began yesterday in public, with men in pinstriped suits handing out leaflets to commuters.

The banks takeaway message? We’re sorry for mansplaining financial information:

The letters admit the banking sector owes women an apology for “patronising you, ignoring you, talking to your husbands, fathers and brothers instead of you and making far too many suggestions that your earnings and expenditures are meaningless and trivial”.

Marketing Week

On the other side, the bank pledges to “lead the change in the way banks talk to women”. Whether that’s in-branch, over the phone, or through post, the bank acknowledges the need for more balanced financial communications.

The campaign follows a YouGov survey that concluded 83% of women felt banking communications were difficult.

However well-intended, the campaign itself has received mixed feedback amongst consumers, with many viewing it as patronising itself.

As is often the case when brands take a stand, reaction to the campaign has so far been mixed, with some praising the bank for taking on the issue while others have called the campaign itself patronising.

Marketing Week