Verden trenger mer av det feminine

A Norwegian report titled "From Tradwife to Tradewife?" has sparked debate over language use in finance. Commentator Ina Vedde-Fjærestad writes in "Rosa finans" that women don't need "streamlining, color coding or pink packaging" to invest. However, the language employed in finance is precisely what has caused the most discussion.

The report suggests that masculine metaphors in finance, such as "building a portfolio" and "waging a stock rally," may explain why more men than women are drawn to the field. The report tests the effect of changing these metaphors, such as describing a portfolio as "flowering and growing." The results showed that women were more likely to express investment interest when the communication contained feminine metaphors.

However, it wasn't the "pink finance" that produced the most interesting result; rather, it was the combination of both masculine and feminine metaphors that increased investment interest for both genders. The report suggests that rather than replacing masculine language with feminine language, a more inclusive language could make more people feel included in finance.

The study notes that rather than assuming women need a separate language to understand finance, we should also consider that anything associated with women is automatically seen as less serious, less professional, or easier. The debate highlights the tendency to view masculinity as neutral and femininity as an aberration. While it's not wrong to question certain phrasing, the focus should be on what works, whether it's masculine, feminine, or a combination of both.

The debate may reveal the value placed on the feminine and the importance of making financial services more inclusive for everyone.