Franklin Templeton Launches Campaign to Combat Gender Bias

Franklin Templeton, in collaboration with 82.5 Communications, has launched a unique campaign titled #ChangeTheSoch to address the gender disparity in financial credibility and investment advice. Research indicates that financial guidance from women is frequently undervalued compared to that from men, which can undermine women’s confidence in their financial decisions and deter them from pursuing careers in finance.

The campaign aims to spotlight the issue of women being overlooked as credible financial advisors, despite their qualifications and expertise. The initiative presents a powerful message illustrating the absurdity of how identical financial advice is received differently based solely on the gender of the speaker.

Juzer Tambawalla, Director & Head of Sales & Enablement, stated, “Our campaign is a conversation starter which aims to create a more inclusive financial ecosystem where everyone’s advice is heard and respected equally. There is an urgent need to challenge the ingrained biases that undermine women’s credibility, especially in the world of finance. #ChangeTheSoch is about recognising the expertise that’s already there and ensuring it is valued, regardless of the voice delivering it.”

Geetanjali Sachwani, Vice President and Head of Marketing, added, “We all have a voice. Some a whisper, some a roar. If you can roar, roar for those who can’t. If you can only whisper, keep trying because every roar was once a whisper. A woman with a voice is a strong woman. But the search to find that voice can be remarkably difficult. At Franklin Templeton, we have used ‘VOICE’ to bring a change in SOCH. Through this campaign, we are trying to find a voice that asserts women are equal to men in life and investments.”

Anuraag Khandelwal, CCO-82.5 Communications, commented, “It’s always rewarding to partner with clients who aim to create work that engages and challenges deeply ingrained biases. We created #ChangeTheSoch as an initiative to confront the issue of gender disparity in financial credibility head-on. This campaign highlights the different receptions of identical advice based solely on the gender of the speaker, encouraging viewers to reflect on their own biases. Thoughtfully executed advertising can transcend its commercial purpose and catalyse societal change. Through this campaign, our humble effort is to empower women to assert their rightful place in the financial sector, whether as informed investors or respected advisors.”