VisualGPS Creative Trends Culture Money, Midlife and Gen X Women

For Generation X women, money and finance have always been more than numbers on a spreadsheet. These consumers are entering a critical financial chapter in their lives yet are almost invisible in financial services' advertising visuals. Getty Images' VisualGPS analysis shows that younger European women are seen three times more than their Generation X counterparts in this sector’s brand communications. Thus, often excluding older women from the finance conversation. Read on to find out how financial communicators have a unique opportunity to connect deeper with this audience with the right visuals.

Generation X women across Europe have experienced many influential events—from the fall of the Berlin wall, the creation of the Euro, the Great Recession 2007–2010 to the Covid 19 pandemic and the ongoing cost‑of‑living crisis. They often face a unique set of financial pressures which can include the trade‑off between careers and caregiving, the pressure of aging parents and the uncertainty of whether retirement savings will really be enough. Yet they are not hugely visible in financial advertising as key financial decision makers. Getty Images' VisualGPS research reveals that European Generation X females found real‑life scenarios in the everyday the most influential visual messaging. This cohort of resilient women want to see midlife represented as it really is. Picture‑perfect lives and aspirational midlife visuals are not going to cut through.

Show European Generation X females of all ethnicities in a sequence of visual stories that they can relate to as they balance the books in their everyday lives: From leading business conversations in professional settings, working from home with family life in the background or reviewing finances with loved ones. Show allyship from across generations and all kinds of relationships such as females supporting females. Remember to always place them as the focus within the visuals. And don’t forget to show the positive benefits of good financial management—from trips with friends to once‑in‑a‑lifetime experiences that highlight the rewards and values that are important to this very varied demographic.  

Getty Images' VisualGPS data reveals that European customer searches for visuals of “pension planning” has risen in the last 12 months by 65%. Yet pensions are not all equal. Across the European Union, women earn on average 12% less per hour than men, and by retirement age, that gap amplifies to a 29% pension gap.¹ This is nearly six years of income less than their male counterparts. So when visualising this key demographic, show European Generation X women as lead characters in multi‑dimensional ways. Show all the aspects of their life: From work to female allyship to family gatherings. The choice of angle and body language can play an important role in showing confidence. Eye‑level, or slightly low angle shots of women aged 45+ can elevate them in an empowering way. Visuals with playful, bold colours can also help signal stability, strength and self‑assurance.
 

Many Generation X females lack a sense of comfort with their future retirement given the upheaval this group has had early on in their careers.² There is a strong correlation between women entering entrepreneurial activity and economic shocks.³ Yet, according to VisualGPS research, only 7% of European Generation X females appear as business owners in visuals popular with European Financial Services brands in the last year. With that in mind, finance marketers and communicators can show this demographic as leaders of entrepreneurism by showing the rich variety of side hustle businesses they have embarked upon: Selling their artwork at the Sunday market, telling their stories through podcasting or becoming midlife lifestyle creators. By also showing movement and fluidity within the visual stories, and including financial cues like banking apps, growth and investment planning, these visuals can show driven stories of agency and self‑assurance.

There are many ways for finance marketers to build trust and salience with this generation of consumers. Highlighting the entrepreneurial spirit and everyday realities of European Generation X females offers a powerful opportunity for financial brands to engage this influential demographic.

Sources
[1] EIOPA
[2] NielsenIQ
[3] Springer