Franklin Templeton has recently launched its latest initiative, #ChangeTheSoch, in collaboration with 82.5 Communications, taking a bold step to confront gender bias in financial advice. This groundbreaking campaign seeks to challenge the societal norms that often lead to financial advice given by women being dismissed or undervalued compared to similar guidance offered by men. Such biases not only affect women’s confidence in making financial decisions but can also deter them from pursuing careers in the financial industry.
The #ChangeTheSoch campaign sheds light on the startling reality of how gender influences the perception of financial advice, even when the advice is identical. Through this campaign, Franklin Templeton is pushing for a financial world where everyone’s expertise is valued equally, regardless of gender. The goal is to create a more inclusive environment in which women’s voices in finance are heard, respected, and trusted as much as men’s.
Juzer Tambawalla, Director & Head of Sales Enablement at Franklin Templeton, explained the core message of the campaign: “With #ChangeTheSoch, we want to address and challenge the biases that undermine the credibility of women, especially in the financial sector. This is about recognizing the knowledge and expertise that already exists among women and ensuring that their advice is taken seriously, not dismissed because of gender.”
Geetanjali Sachwani, Vice President and Head of Marketing at Franklin Templeton, emphasized the significance of empowering women to find and use their voices in financial discussions: “Everyone has a voice, but often, women’s voices are drowned out by gender-based bias. Through this campaign, we aim to amplify their voices—whether they are just starting to whisper or are already roaring. We want to encourage all women to assert themselves in financial decisions and claim their rightful place as equals in life and investments.”
Anuraag Khandelwal, Chief Creative Officer at 82.5 Communications, highlighted the importance of the campaign’s message: “It’s always fulfilling to work with clients who are passionate about challenging societal norms. #ChangeTheSoch tackles the persistent issue of gender disparity in financial credibility. By illustrating how advice is often perceived differently based purely on the gender of the advisor, we’re prompting people to confront their own biases. This campaign goes beyond advertising—it’s about empowering women to confidently take their place as informed investors and financial leaders.”
Through #ChangeTheSoch, Franklin Templeton is not just raising awareness but also encouraging meaningful change. The campaign invites both individuals and organizations to reflect on their own behaviors and biases, fostering a culture of equality in the financial realm. The long-term goal is to reshape how society views women in finance and to inspire more women to take up leadership roles in investment and financial planning, knowing their advice is valued and respected equally.
With #ChangeTheSoch, Franklin Templeton is making a powerful statement: true progress in financial equality can only be achieved when everyone’s voice is given the weight it deserves, regardless of gender.
