做富豪不是多数女性的首要目标

    在想象成功的人生时，变得极其富有并不是许多女性首先想到的事情。相反，在各大洲的许多国家，妈妈、女儿和妻子们更关心家庭的经济保障。

    这是一项调查的主要结果。该项调查的对象是美国、英国、中国和巴西的21岁至69岁的男性和女性。虽然受访者在经济上的担忧持续减少，但大多数受访者仍非常担心他们只能勉强度日。

    这项由福莱国际传播咨询公司（FleishmanHillard）和赫斯特传媒（Hearst media）共同组织的调查显示，有80%的女性表示，相比权力和性，她们宁愿拥有更多金钱。但更加深入的研究发现，女性对金钱的重视并非为了财务上的优越性，而是为了获得生活保障。

    调查结果不仅对女性积累财富的能力有显著意义，对理财规划师们同样意义非凡。美国女性今年预计将获得18万亿美元的收入，比5年前增长50%。在全球层面上，到2030年，女性将控制美国三分之二的财富。而且，对于女性来说，拿她们的钱进行明智地冒险，远比不上用这些钱做一些更实际的事情重要，比如家庭旅行，或者外出就餐等，因此女性不太可能将她们的资金用于投资。

    更重要的是，女性越来越觉得金融机构不值得信赖。美国的受访女性中仅有三分之一表示，她们是某家理财服务公司的忠实客户。而在英国的受访女性中，这一比例降至16%。此外，美国、英国和中国的受访女性中，超过半数表示目前市场上过多的理财服务产品和选择，让她们“不知所措”。

    益普索媒介研究（Ipsos MediaCT）受众测评部高级副总裁兼首席洞察官史蒂夫•克劳斯表示，这种对理财规划机构谨慎而又不知所措的态度，造就了女性自力更生的观念。益普索媒介研究也是负责进行此次调查的第三方机构。这种观念让女性相信，自己积蓄以备不时之需，比将钱存到银行更加可靠。

    克劳斯说道：“男性经常会说他们又想消费了，他们更可能会说：‘我下个月要进行投资。’现在，女性对金融品牌的信任度很低，我们看到越来越多的女性更加倾向于自力更生。”

    伊芙•艾利斯在摩根士丹利财富管理集团（Morgan Stanley Wealth Management）子公司Matterhorn Group担任财务顾问。她表示，女性对于理财规划和投资的态度，会很容易蔓延到整个群体。她便曾见过一些女性，虽然期望获得经济保障，但对于投资选择却极为谨慎。

    她说道：“可惜的是，投资者在进行投资时如果太过谨慎，可能会错失实现期待已久的经济保障机会。有一句老话依旧很有道理：没有风险，便没有收益。”

    不过，这份报告的确让那些希望吸引更多女性客户的理财规划师看到了一线希望。自大衰退结束以来，女性对理财策略的考虑更加长远。有75%的女性表示，如果孩子能进入一家顶尖高校，她们愿意放弃重要的升职机会。而这为财务顾问们提供了一条如何与女性谈论其未来的线索。

    When women are asked to imagine success, becoming extremely wealthy is not the first thing that comes into their minds. Instead, across countries and continents, mothers, daughters and wives are more concerned about financial security for their families.

    That’s one of the main findings of a survey of women and men ages 21 to 69 in the United States, United Kingdom, China and Brazil. While economic concerns among both sexes continue to decline, most respondents are still worried about just getting by.

    Nearly 80% of women said they’d rather have more money than power or sex in their lives, according to the survey, which was backed by public relations firm FleishmanHillard and Hearst media. Yet a deeper dive suggests the drive behind the money is for security as opposed to excelling financially.

    The results have dramatic implications on not just women’s ability to accrue wealth, but also on financial planners. Women are expected to earn $18 trillion in the U.S. this year — 50% more than they earned five years ago. On a global level, by 2030, women will control two-thirds of our nation’s wealth. As taking smart risks with their money falls to the wayside in place of more practical bets like planning a family trip or going out to eat, women are less likely to invest their money.

    What’s more is that women feel increasingly untrustworthy of financial institutions. Only about a third of women surveyed in the U.S. said they were loyal to one financial services company. That figured dropped to just 16% among women in the U.K. Also, more than half of women in the U.S., U.K. and China reported to be “overwhelmed” by the products and choices available today for financial services.

    The cautious and overwhelmed attitude toward financial planners breeds an attitude of self-reliance, says Steve Kraus, senior vice president and chief insights officer Ipsos MediaCT’s audience measurement group, the third-party organization that conducted the report’s research. This leads women to believe that saving their money for a rainy day is better than taking it to a bank.

    “It is men who are more likely to say that they want to start spending again, and it is men that are most likely to say that I am going to invest in the coming months,” says Kraus. “There is not a lot of trust in financial brands right now, and we see growing numbers of women feel more self-reliant.”

    Eve Ellis, a financial adviser with the Matterhorn Group at Morgan Stanley Wealth Management, says it is too easy to generalize among an entire group of women about their attitudes toward financial planning and investing. Yet she has seen some women, in their desire for financial security, be overly cautious in their investment choices.

    “Sadly, investors who are too cautious as they invest in the markets may miss opportunities to achieve the very security they seek,” she said. “The old credo too often stands true: No risk, no gain.”

    The report did include a silver lining for financial planners looking to recruit more female clients. More than ever since the end of the Great Recession, women are thinking longterm about their financial strategy. Some 75% of women would opt out of a significant promotion if their child could get into a top college. This gives financial advisors a clue of how to talk to women about their future.