Women to Rule Men by 2010
Sunday, August 27th, 2006Just when you thought that legislative, judicial, law-enforcement, media, and reproductive biases in favor of women were the epitome of double standards, there is new evidence that “life control” is increasingly shifting to the female domain: in four years, women also will rule men financially. Remember this the next time the waiter brings the check to your table, and your woman insists that YOU pay it — or worse, you acquiesce.
By 2010, women will own all the power points of society. According to a new study by Allianz, a mammoth-sized financial-services firm, women in that year will control 60% of US wealth (Allianz news release displayed below). Here are the other critical Allianz findings:
- Today there are one-third more women graduating from college than men.
- Women’s median income has increased 60%+ over the past thirty years, while men’s median income has hardly increased at all.
- The number of women earning $100,000+ has quadrupled in last decade.
- Sixty percent of women with business degrees outearn their husbands.
- Women account for half of all stock-market investors.
What’s laughable is that, despite the professional and financial gains women have made and continue to make, Allianz indicates that they’re still unhappy! If you’re surprised, read my article, “If Women Were Happy,” to understand why.
Where’s this wealth coming from? Here are five common sources of female wealth:
- Wages, business earnings, and investments
- Family inheritance
- Becoming widowed at a young age
- Lucrative divorce settlements, alimony, and child support
- Being wined, dined, vacationed, and bejeweled during the dating process.
This Allianz announcement should be a big wakeup call to men. As I have been exhorting for some time, you must rethink the way you relate to women: View them as peers and refuse to tolerate their attitudes of entitlement and demands for special privileges and deferential treatment.
Little by little, women have been eating your lunch, literally and figuratively. And, it’s YOUR fault. Why? Because you have equated your money with your masculinity. You have believed that women are the weaker sex, that your mission in life is to take care of them. Well, the numbers tell a different story. Now that the power clock is running out, it’s time to equate chivalry with impotence — not power. Any man who continues to play ostrich by ignoring this admonition does so at his own peril.
Women are graduating from college in higher numbers than you. At a rising rate, they will outearn you. They make most of the household-spending decisions. They match you in stock ownership. And, four years from now, they will control most of the money in this country (to learn more about women in the US workplace, read from the US Department of Labor: Women’s Bureau). How much longer will you wait to act?
To err through commission is one thing, but failing to act is the biggest sin of all. Look at the situation in Iran. How many times over the past few years has sabre-rattling Iran promised to negotiate about curtailing its nuclear capability and then announce that it won’t negotiate? Too many to count. All the while, naive, head-in-the-sand Uncle Sam hoped for the best. Hope is not a strategy. Proof: Today, Iran test-fired a new submarine-to-surface missile during war games in the Persian Gulf. It won’t be long before such missiles are nuclear, when it will be too late for Uncle Sam to act. Then, the power of the world will unalterably shift. See any parallels?
How will our society look in 2010? I envision acrimony between men and women to skyrocket, resulting in an even-larger number of men refusing to get married and the out-of-wedlock birthrate to continue climbing unabated (already 35% for whites and 70% for blacks). The solution is so simple — men and women treat each other as peers — yet so few are interested in solving anything. They’d rather destroy each other in family courts. During all the battling, unfortunately, men are losing their power and influence.
Since 1930, Pluto was the ninth planet. Last week, it was demoted to dwarf status. Do you still think that wining & dining women makes you Master of the Universe? Think again, pal.
[EXTRA: Forbes List of World’s 100 Most Powerful Women: 2006]
About the Author
Marc H. Rudov is an investment banker and business consultant residing in Silicon Valley, CA. He is the author of the book, The Man’s No-Nonsense Guide to Women: How to Succeed in Romance on Planet EarthTM (ISBN 0974501719), and 24 articles.
Rudov’s book, articles, blog, and podcasts are available at TheNoNonsenseMan.com.
Copyright ©2006 by Marc H. Rudov. All rights reserved.
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Despite Unprecedented Wealth and Power,
Most Women Feel Financially Insecure, Allianz Study Finds
Lack of financial knowledge leads to fears of losing all their money
NEW YORK, NY. - (August 22, 2006) - After decades of escalating education, income and participation in the workplace, women are expected to control 60% of the wealth in the United States by 2010 — an unprecedented milestone in the empowerment of women. Yet despite this economic gain, women feel financially insecure and unprepared to handle their growing wealth, with nearly half worrying about becoming a bag lady, according to the new Allianz Women, Money, and Power Study.
The study results also serve as a wake-up call for the financial services industry, which has a long way to go to meet the needs of female financial decision makers. The study found:
- Regardless of the fact that women are more educated, more involved in financial decisions and are controlling more of the wealth than ever before the vast majority (90%) feel somewhat or not at all financially secure.
- Despite this level of insecurity, women say financial security and freedom are 15 to 20 times more important to them than money-related status or respect.
- Along with this financial insecurity is this tremendous fear of losing all their money and becoming a bag lady — about half of women had the “bag lady” fear, and surprisingly, almost half of the wealthier women (those who earned more than $100,000 annually) also felt this way.
- Lack of knowledge is the biggest barrier to women getting more involved in managing household finances — four times as much a barrier as lack of time.
“The financial services industry has largely handled the financial needs of women the same way they handle men’s needs,” said Mark Zesbaugh, CEO of Allianz Life Insurance Company of North America. “Given women’s evolving role in the economy and society, and now the insight we’ve gleaned from this research, the time is right for the financial services industry to adapt their approach to women.”
“In the last century, women revolutionized their roles in politics, family, and the workforce. This century, we are witnessing women breaking through the final barrier to gender equality — financial empowerment,” said Dr. Ken Dychtwald, America’s leading gerontologist, author of twelve books on aging-related issues including Age Wave, Age Power, The Power Years, and Workforce Crisis, and president of Age Wave. “This study enables us to develop a clear vision of women’s evolving financial roles and their distinct aspirations, challenges, and needs.”
“This study will guide financial advisers as they help female clients find effective financial strategies,” said Lisa Resnick, president of life and long term care insurance for Allianz. “Despite the insecurities women feel about their financial futures, women who already work with a financial advisor told us they feel more financially secure, confident and optimistic.”
Women’s roles in society, the economy, and at home have evolved to where an increasing amount of decision-making and control falls to women. Unlike women in previous generations, today’s woman finds herself in an unprecedented societal and economic shift:
- The percentage of women in the workforce almost doubled in the second half of the last century, from 32% to 62%.
- Today there are one-third more women graduating from college than men.
- Women’s median income has increased 60%+ over the past thirty years, while men’s median income has hardly increased at all.
- The number of women earning $100,000+ has quadrupled in last decade.
- Sixty percent of women with business degrees outearn their husbands.
- Women account for half of all stock-market investors.
- It is expected that by 2010, women will control 60% of wealth in the United States.
Allianz engaged Age Wave to design The Allianz Women, Money, and Power Study to provide insight into women’s relationships with money and investing, particularly at a time when women are at an all-time high in terms of their college graduation rates, numbers in the work force and earning power. The survey was conducted by Harris Interactive® and asked 3,183 people — 1,925 women and 1,258 men — to identify their attitudes and behaviors towards money.
The Allianz Women, Money, and Power Study identified four key themes that illustrate women’s relationships with money and investing, and the gaps the financial services industry needs to fill in helping women meet their goals.
1) Financial Insecurity, Avoid Becoming a Bag Lady. The study found that financial insecurity defines women and their relationship with money:
- Regardless of the fact that women are more educated, more involved in financial decisions and are controlling more of the wealth than ever before the vast majority (90%) feeling somewhat or not at all financially secure.
- Nearly two-thirds of women said the best thing about having money is feeling secure and not the things money can buy.
- This insecurity may explain why women are twice as likely as men to have a secret stash in case of a financial emergency.
- Women who work with a financial advisor feel more responsible, confident and optimistic and more likely to have financial clarity, security, and satisfaction.
2) Personality Matters. The Allianz Women, Money, and Power Study identified five distinct personas from commonly recognized fictional characters that reflect women’s attitudes towards money and investing. The smallest percentage said they wanted a man to take care of them, while the largest percentage — over a third — consider themselves to be savvy and self-reliant investors.
- Cinderellas — 8% of women hope that Prince Charming will make everything okay and feel they lack sufficient knowledge to make smart financial decisions.
- Alices in Wonderlands — 17% of women are confused by all the financial choices and avoid financial responsibility.
- Wonder Women — 18% of women feel capable of handling whatever comes their way, feel confident, empowered, extremely knowledgeable about money and investing, and most likely to work with a financial advisor.
- Belles — 23% like to handle things equally with their partners, are communicative and happy with their marriages where household finances are concerned.
- Goldilockes — 35% of women thoroughly research their options before making financial decisions, they are confident, analytical and highly knowledgeable about household finances.
3) He Said / She Said. When it comes to finances, women and men have dramatically different approaches and perceptions of the other sex:
- Women view themselves as carrying more responsibilities and are therefore burdened with more worries; men see themselves as more analytical and more open to taking risks.
- The lack of savings and too much debt are the major sources of financial conflicts between men and women.
- Women are more likely to attribute arguments about money to issues of power and control, while men are more likely to attribute it to trust.
- While almost all husbands and wives say the ideal way for a married couple to meet with a financial advisor is for both of them to meet together, nearly half say they act alone.
- According to wives, husbands overestimate their leadership role when it comes to savings and investments — by a factor of three to one.
- Overwhelmingly, men find financially independent women sexy, while only 4% of men disagreed.
4) What Women Want — Financially. The study provides advice for financial planners to help them better understand women’s financial goals:
- For women, lack of knowledge is women’s biggest barrier to getting more involved with managing savings and investments — four times as much a barrier as lack of time.
- Women have a unique financial profile: they want less worry, less aggressive investing, more security and predictability, more simplicity and easier access to understandable financial information.
- Women are more than twice as likely as men to choose to work with a female financial advisor; however, 80% of financial advisors are men.
- Mature women — who seem to be much more empowered and in control of their lives than younger generations — have some sage advice to offer Boomer and Gen X/Y women: plan early, learn about finances/investing and strive for financial independence. The adage of “marrying well” no longer works — marry someone who is financially stable –Â was at the bottom of the list by a factor of 10 to 1.
The Allianz Women, Money, and Power Study demonstrates that the financial services industry can better position itself to work with women through key changes such as:
- Understanding that women are taking more control of their and their families’ finances.
- Acknowledging that we as a society are not educating our children about money.
- Playing a more active role in making sure financial education is more widely available in schools.
- Having more of a presence in women’s publications to promote financial literacy to women — in both the editorial and advertising pages.
- Recruiting more female financial advisors.
- Recognizing that women from older generations are ready to give advice to Generations X and Y.
- Realizing that it’s not just about women vs. men, but about the differences in women and segmenting according to age, personality traits, attitudes, and behaviors.
- Focusing on empowerment, rather than power.
1Trendsight Group
2 Bureau of Labor Statistics
3 Department of Education
4 Marketing to Women, by Marti Barletta
5 U.S. Census, Annual Demographic Survey
6 Marketing to Women, by Marti Barletta
7 Private Banker International, 2003
8 Trendsight Group
Study Methodology
Harris Interactive® fielded a nationwide online survey for Allianz and Age Wave among 3,183 U.S. adults — 1,258 were men and 1,925 were women. The margin of error for the total sample was approximately +/- 2%. (See the full methodology document in the press kit.)
The online survey was conducted in the United States between May 4, 2006 and July 5, 2006. Figures for age by sex, education, race/ethnicity, region, income and net worth were weighted where necessary to align them with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents’ propensity to be online.
About Allianz Life Insurance Company of North America
Founded in 1896 and based in Minneapolis, Allianz Life Insurance Company of North America provides fixed and variable annuities, life insurance policies, and long term care insurance products in the United States. Known for innovation, performance and customer service, the company has become a leader in the North American life insurance industry. Allianz products are offered through a network of over 220,000 independent financial professionals. Allianz Life Insurance Company of North America is one of the primary companies of Allianz AG, the 16th largest corporation in the world based on revenue (Fortune, August 2006). Allianz AG employs over 177,000 people worldwide.
About Age Wave
Age Wave was created in 1986 to guide leading companies and government groups worldwide in product and service development — geared to aging boomer and mature population segments. The company’s far-reaching explorations and innovative solutions have fertilized and catalyzed a broad spectrum of industry sectors from vitamins and cookies to automotive design and retail merchandising to mutual funds and health insurance. Age Wave’s services include groundbreaking primary and secondary research, cutting-edge brainstorming, business development guidance and a wide range of highly acclaimed presentations, communications and education programs. (http://www.agewave.com/)
About Harris Interactive®
Harris Interactive is the 12th largest and fastest-growing market research firm in the world. The company provides research-driven insights and strategic advice to help its clients make more confident decisions which lead to measurable and enduring improvements in performance. Harris Interactive is widely known for The Harris Poll, one of the longest running, independent opinion polls and for pioneering online market research methods. More information about Harris Interactive may be obtained at http://www.harrisinteractive.com/.






