The Pathway to Inclusive Investment

The Pathway to Inclusive Investment is the largest ever study into global female financial inclusion, and the first in a new series of campaigns on inclusive investment Man Bites Dog is developing for BNY Mellon Investment Management. Our research found that the investment industry is excluding 72% of women and that increasing female participation would open up $1.86 trillion into investments that can have a positive impact on society, such as those with climate and social investment aims.

Strategy

The Gender Investment Gap remains one of the world’s most intractable problems. BNY Mellon Investment Management (BNY Mellon IM) challenged Man Bites Dog to create a global campaign that would engage the world’s largest under-addressed investment market – women – and make a real difference to investment inclusivity.

Our strategy was to inspire women and challenge the industry by bringing together two of society’s most critical agendas – Diversity & Inclusion (inclusive investment) and ESG (responsible investment) – to demonstrate that increasing female investment can in fact change the world.

Our research revealed that women are more likely to make investments that have positive social and environmental impact, meaning that – if women invested at the same rate as men – there would be an annual influx of $1.87 trillion of additional capital into responsible investment. It also highlighted that gender investment parity could unlock more than $3 trillion in new investments to power growth and fund new entrepreneurial ideas across the world.

Campaign

Man Bites Dog designed and conducted the largest ever global independent research study into female financial inclusion, interviewing 8,000 men and women across 16 markets to understand attitudes and barriers to investment and how the industry must change. To provide an industry perspective, we also interviewed 100 global asset managers with nearly $60 trillion in combined assets under management, as well as convening discussions with an international expert advisory panel to contribute ideas, shape and share the content across key demographic and geographic markets.

The content was packaged as a suite of digital-first assets – including a highly visual interactive report, video and infographics – and launched with a global campaign in 16 markets. 

The content and data was tailored by market and rolled out through media, influencers and partnerships in every geography. The hashtag #allstreet was used to garner social attention around the need for more inclusivity on Wall Street. The campaign was launched with 2-day virtual summit – in partnership with leading women’s club and network AllBright – which was attended by nearly 1,000 women.

To engage and build awareness among consumers, BNY Mellon IM has also created a programme with Inspiring Girls International, which will provide better education and financial training for girls in the six countries that according to the research needed to drive the biggest changes – providing them with the tools to engage with money and investing earlier in life and ultimately creating a more inclusive investment world. 

Impact

The Pathway to Inclusive Investment positioned BNY Mellon IM as a thought leader on inclusive investment, creating a clear call to action for the investment industry to ignite change, and a powerful incentive for women to experiment with investing.

The campaign has delivered over 300 pieces of coverage, including 76 tier one media hits (reaching almost 1 million consumers) as well as receiving over 7,000 views to the campaign website. Coverage highlights include Investment Week, Barron’s and the FT, as well as live interviews on Sky News, Bloomberg TV and BBC Radio 4’s Woman’s Hour. 

The social ambassador programme, launched across consumer-centric platforms including Instagram and TikTok, generated engagement from almost three million women.

We mobilised global female financial experts – including millennial money expert Iona Bain, Singaporean social impact entrepreneur Cheryl Chone and Boring Money founder Holly Mackay – as influencers to provide practical tips on starting small investment habits. The campaign was also rolled out to BNY Mellon IM’s 20,000 female employees through a financial coaching programme. 

BNY Mellon Wealth Management CEO, Catherine Keating, was invited to ring the opening bell of the New York Stock Exchange on International Women’s Day 2022, highlighting the industry’s recognition of BNY Mellon’s commitment to championing female investment and inclusivity.

“The Pathway to Inclusive Investment not only holds a mirror up to us as an industry, but has opened up investment to a new set of female consumers. It has positioned us as a brand who not only cares, but is going to act to address the most under-represented market in the world – women. Man Bites Dog has helped us move from wanting to make a difference to being able to quantify the global scale of the difference we and our industry can make, if we make investing inclusive.”
Anne-Marie McConnon – Global Chief Client Experience Officer, 
BNY Mellon Investment Management

Investment Week Marketing & Innovation Awards 2022

Thought Leadership – Retail

Investment Week Marketing & Innovation Awards 2022

“Hero” Content Asset

3M
women engaged by the campaign
300
PIECES OF MEDIA COVERAGE, 
INCLUDING 76 TIER ONE HITS
20,000
employees attending investment training
1,000
women attended the virtual launch summit

Contact us to create your stand-out campaign.

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