Our Relationship To Money Is Changing, Visa Wants To Talk About It

Women today are challenging gender norms and tackling taboo topics, but there’s one taboo topic that remains unaddressed: money. According to research, Millennial women feel more comfortable talking about sex than money. Visa wants to change that.

This week, Visa is launching phase two of its popular social and digital series ‘Money is Changing’ with the help of its agency partner, Decoded Advertising. 

Building on the momentum created since the initial launch of the platform last year and insights gathered from millennial women, “Phase Two” focuses on female empowerment – highlighting tools and resources to help millennial women make money work for them and featuring real stories of how women are forging change when it comes to topics of money.  

This new suite of assets includes:

• The debut of a new digital ad, The Cost, which aims to raise awareness of the money issues women face every day. The spot highlights moments throughout a woman’s life when she chooses to avoid talking about money, even when it was to her detriment. As viewers watch, they’ll see the literal cost of her silence add up.
• Ahead of the Oscars this Sunday, Visa is also debuting another digital spot that speaks to changing the pay gap in Hollywood, featuring female designers, directors, producers and activists sharing personal stories of how they changed their financial circumstances by speaking up.

Directed by Gia Coppola, the spots feature notable industry players like Arianne Philips (twice Oscar-nominated costume designer) and Melissa Jones (veteran producer/up-and-coming director).

Fair’s Fair: Women To Work Four Days A Week from Now On

Women earned 80.5 cents for every $1 earned by men in 2016, according to the most recent Census data. As any woman and every economist will attest, twenty cents on every dollar adds up to monstrous losses over time.

Women on average are losing out on $10,086 in pay each year because of the current pay gap. What’s worse is women’s earnings were just 49 percent of men’s earnings — or a 51 percent wage gap — when measured by total earnings over 15 years, according to a study by the Institute for Women’s Policy Research.

They say ignorance is bliss. And they are wrong.

In other news, Charlize Theron is starring in a new Budweiser Reserve Copper Lager advert.

There’s a new Bud in town. Duly noted.