Shopaholic description ex:

New campaign and petition takes a stand for young women


For the month of October, as BMO celebrates International Day of the Girl (October 11) and works to foster a society with zero barriers to inclusion, a new campaign is shining a light on social conditioning and gender-based stereotypes in language that have negative connotations for women.

BMO is encouraging consumers to take action through a change.org petition aiming to redefine gendered language that undermines women’s financial confidence and independence. The petition calls on dictionaries to remove gender from definitions of words like “gold digger” and “shopaholic”, making them inclusive of both men and women. They are just some of the most stark examples of gendered language that impact the way girls think about and relate to money. The petition seeks to draw attention to the way language affects confidence, and is an opportunity for the bank to take a stand against and invite others to join in.

“While there has been steady progress in gender equality in recent years, there is still more we can do to unravel the social conditioning that can erode a woman’s confidence, potential, and trajectory for success,” said Catherine Roche, Chief Marketing Officer and Head, Social Impact, BMO Financial Group. “By focusing on social and economic empowerment, we can begin to eradicate pervasive and subtle societal messages that can impede a woman’s ability to make real financial progress.”

Also this month, BMO is evolving its “Jane’s Story” campaign, which illustrates stereotypes hindering financial independence. Originally piloted for International Woman’s Day in March 2020, the series of vignettes are told through the perspective of a woman named Jane and depict various scenarios that diminish her financial confidence, ultimately sabotaging her financial future.

Watch the videos: “Shopaholic,” “GoldDigger,” and “Jane’s Story.” To learn more about the campaign, visit the BMO for Women site.

 

 



Related Insights



A group of people wearing masks in front of the mural outside BMO’s Lake Street branch in Minneapolis Juxtaposition Arts and BMO Harris Bank Create Mural of Hope & Unity
Community giving

Over the past several months, BMO partnered with local not for profits to create murals out of the plywood that was placed outside BMO Harris Bank branches damaged during the protests and acts of activism that took place across the country after the death of George Floyd. These murals were designed to bring the message […]

Brenda Pino BMO Harris Bank scores 100 on Disability Equality Index
Diversity and inclusion

BMO Harris Bank received a score of 100 on the Disability Equality Index (DEI) – an annual, national, transparent benchmarking tool that offers businesses an opportunity to receive an objective score, on a scale of zero (0) to 100, on their disability inclusion policies and practices – and was named the Best Place to Work […]

Zero Barriers to Inclusion 2025 BMO Unveils New Diversity and Representation Goals
Diversity and inclusion

BMO has announced new, five-year, diversity goals to address gaps affecting Black, Indigenous, People of Colour, Latino, and LGBTQ2+ employees, customers, and communities. The Zero Barriers to Inclusion 2025 goals reflect an ambitious expansion of the multi-year diversity strategy last set in 2017. New benchmarks and plans include doubling enterprise-wide representation of Black senior leaders, […]