Sjokkert over reklamestunt om kvinner: – Treffer helt feil

Nordea's recent advertising stunt regarding women has sparked controversy, with many believing the message is fundamentally flawed. The bank's advertisement originally aimed to emphasize that "behind every successful man, there is a woman," now reads "behind every powerful woman, there is a good advisor." Else Sundfør, an economist at Nordnet, told E24 that she initially thought the confusion was due to a typo or mistake.

However, she now sees the advertisement as an intentional attempt to play on nostalgia with a subtle message. Sundfør was particularly bothered by the portrayal of advisors as the primary brains behind successful women, rather than the women themselves. This message, she says, reinforces the stereotype that finance is too complicated for women and that their success is contingent upon outside help.

As someone who built her financial portfolio from scratch with her own investments, Sundfør found the message especially disheartening. Nordnet's press contact, Frida Daae Hessen, explained that the advertisement is part of a larger campaign in the Capital magazine, featuring images of female investment advisors. Sundfør expressed her surprise at the campaign, given the bank's efforts to support women in finance and empower them to take control of their own economies.

She strongly disagrees with the implication that women couldn't succeed without the bank's assistance and underscores that neither women nor men necessarily need a bank advisor. She emphasizes that both Nordnet and other stakeholders are working hard to provide people with the tools and knowledge they need to succeed independently.

Sundfør particularly finds it troubling that the advertisement was targeted at women, as she believes it undermines women's achievements and perpetuates the notion that they need male guidance to be successful.