Serein

How Gendered Language Shapes Financial Confidence

Nandini Abraham

- July 3, 2024

“You’re not smart enough, sweetie.”

“Did we not get into the same law school?”

The film “Legally Blonde” portrays how Elle Woods constantly faces criticism for not conforming to the stereotypical image of a serious Harvard Law student because of her unapologetically feminine personality. Despite her confidence, Elle often struggles with self-doubt and worries about not being taken seriously, even though she has already shown how intelligent she is. 

What causes Elle Woods to doubt herself?

Research shows that despite possessing equal abilities, women often exhibit lower confidence in professional settings. This stems from societal expectations; girls are praised for being cautious and agreeable from a young age, while boys are encouraged to be bold and take risks. These ingrained messages impact confidence in adulthood. Furthermore, the workplace can be a breeding ground for subtle (and sometimes not-so-subtle) language that undermines women’s expertise. Phrases like “leave it to the boys” or being addressed as “sweetie” (like Elle Woods in Legally Blonde) might seem insignificant, but they chip away at a woman’s confidence and create a perception that these fields are not for them. 

How does this connect to financial confidence? 

The erosion of confidence isn’t confined to professional arenas; it permeates all aspects of life, including financial confidence. There is a notable gender gap in financial confidence, with studies showing that women often feel less assured in their financial decision-making compared to men. 

Financial confidence, in simple words, is trusting yourself with money, and trusting yourself to make financial decisions. Just as societal expectations can influence a woman’s confidence in her professional capabilities, they can also shape her self-assurance in managing finances. When women are consistently exposed to messages that suggest certain domains are “not for them,” they internalize these beliefs, leading to lower confidence in areas like financial planning and investment.

Studies have found that women are more likely than men to say they “don’t know” the answers to financial questions, suggesting a lack of confidence rather than a lack of knowledge. It’s like being in a trivia contest where you hesitate to buzz in, not because you don’t know the answer, but because you’re second-guessing yourself.

Where does this hesitation come from?

Think about the typical metaphors used in investing. Terms like “beating the market,” “hostile takeovers,” and “financial warfare” almost paint a picture of the financial world as a gladiatorial arena. 

Cecilia Boggio’s research in 2023 delves into how these metaphors can subtly reinforce the notion that financial investing is a male-dominated field. Investment metaphors often draw inspiration from areas such as war, physical activity, games, and farming, many associated with males. It is argued that the use of masculine imagery in these metaphors could lead to women feeling disconnected from investing and a lack of belonging.

This isn’t because men naturally like military or aggressive ideas or women naturally dislike them. Instead, these metaphors come from environments that men have historically dominated. 

Using unfamiliar language in finance can be off-putting and intimidating for people who are not accustomed to it. This can lead to a lack of confidence in engaging in financial discussions and activities, resulting in barriers beyond simply needing more financial knowledge and feeling excluded from the conversation. Women may be less likely to participate in the stock market and take fewer financial risks, partly because the language of investing seems less familiar and accessible to them. This lack of familiarity can erode one’s confidence in financial settings, and the internalized perception stemming from language and stereotypes can be incredibly limiting.

What’s the solution? 

Ultimately, the way we talk about finance matters. It’s not just about being politically correct or avoiding stereotypes; it’s about creating an environment where everyone feels confident and capable in making financial decisions. But the reality is more nuanced. Confidence isn’t just something you can switch on like a light bulb; it’s built through experience and reinforced by the environment.

Instead of merely telling women to “be more confident,” we need to create a supportive environment encouraging financial literacy and confidence. 

Closing the gender gap in financial confidence requires a multifaceted approach. 

  1. Financial literacy is at the core of closing this gap. Tailored education programs can help demystify financial concepts and build confidence in managing money. 
  2. Creating supportive networks where women can share experiences and advice can empower more women to take control of their financial futures. 
  3. In the corporate context, companies should prioritize increasing female representation in the financial sector, to bring diverse perspectives that lead to the development of financial products and services catering better to women’s needs.

By rethinking the metaphors we use and bringing infrastructural change, we can start to bridge the confidence gap.

Serein works with research and data science to understand creation of inclusive places in the workplace. The next article in this series will explore bias in education and how it influences financial confidence.

Image Credits

https://bibliotheca-exotica.medium.com/gladiators-a-deep-insight-dfc3a0156870

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Elina Tiliba

Workshops Facilitator

Elina is a certified coach who works with leaders, entrepreneurs and business teams from over 30 countries. At Serein, she facilitates sensitisation sessions for clients across the globe.

Her passion lies in empowering individuals to maximise their personal and professional potential, enabling them to achieve both success and fulfilment.

With a commitment to the International Coaching Federation’s (ICF) Coaching Core Competencies and Code of Ethics, Elina brings over 1000 hours of individual coaching and 400 hours of team facilitation, workshops, and coaching groups to her coaching practice. 

Rishab Prasad

DEI Specialist

Rishab is passionate about creating long-term partnerships with Serein’s customers. He is responsible for marketing, operations, customer onboarding, contract writing, and relationship building. Rishab uses his directing and filmmaking skills to design engaging content for Serein’s social media platforms.

Rishab holds a Bachelor’s degree in Economics with Honours from CHRIST University, Bangalore. He has directed more than nine short films on topics like stigmas of menstruation, widowhood, and adoption.

Dr. Ishani Roy

Founder and CEO

Ishani founded Serein to provide a data and research-based approach to solving DEI challenges at the workplace. She advises company leaders, startup founders, and venture capital firms on industry best practices to increase diversity and design a DEI roadmap.

Ishani is a recipient of the Cartier Women’s Initiative Award 2023 for the global impact of her work in the DEI space.

Before founding Serein, Ishani was a scientist at GE Research working in the Aerospace Lab. She holds a Ph.D. in Applied Mathematics from Brown University on developing mathematical models to solve Astrophysics problems. She did her Post-doctoral studies at the University of Oxford and St. Thomas Hospital in Biomathematics.

Chryslynn D’Costa

Co-founder and CPO |

Chryslynn leads the product development of Serein’s DEI SaaS tool. She designs learning content and strategic insights for companies to measure their DEI growth, and achieve bias-free recruitment and psychological safety.

Chryslynn is a regular columnist with publications like ‘LiveMint’ and ‘The Hindu’ where she writes about unconscious bias, prevention of sexual harassment, and company culture.

Before Serein, she was a Gandhi Fellow working in rural Rajasthan to address educational leadership and gender equity in government schools. She graduated from Azim Premji University in Bangalore with a Master’s in Education where she specialised in gender and sexuality education.

Bianca D’Costa

Head of PoSH: India, Global

Bianca leads the compliance partnerships and workshops on anti-sexual harassment, anti-harassment and anti-discrimination laws in India, South East Asia, Europe, and the USA. She has 100+ hours of experience consulting on sexual harassment investigations in the workplace.

Bianca designs gamified learning modules for a unique and impactful learner experience on topics like gender inclusion, PwD inclusion, LGBTQIA+ inclusion, and regional inclusion among others. 

Before Serein, Bianca worked in hospitality for 5 years with Emirates Airlines. She holds a Bachelor’s degree in Political Science from St. Xavier’s University, Mumbai. She is presently pursuing a Master’s degree in Gender and Sexuality in Global Politics from SOAS University of London.

Aparna Pandurangan

Head of Operations

Aparna is leading the finance and operations at Serein. She has also been responsible for Serein’s online platform, customer management, and marketing.

She works closely with Serein’s 500+ long-term partners to ensure they are compliant with the Prevention of Sexual Harassment (PoSH) law. Aparna is a workshop facilitator on topics like the prevention of sexual harassment at the workplace in languages like Tamil, Telugu, and Kannada.

Aparna Pandurangan holds a degree in Electronics and Communication Engineering from Anna University, Chennai. 

Faakirah Irfan

Head of Legal

Faakirah is a legal professional and expert facilitator on topics like anti-sexual harassment, anti-harassment and anti-discrimination laws in India, South East Asia, Europe, and the USA. Faakirah has conducted 100+ training sessions on the prevention of sexual harassment for employees and internal committee members.

She has 150+ hours of experience consulting on sexual harassment investigations in the workplace. Her legal research at Serein includes policy analysis, human rights, women’s rights, and document drafting.

Faakirah is an experienced legal professional. She completed her Bachelor’s degree in law with a focus on women’s rights and policy analysis from the University of Kashmir. She holds a Master of Law degree specializing in alternative dispute resolution from O.P Jindal School of Law.

Dr. Ruchika Sharma

Guest Consultant: Gender

Ruchika assists with research and facilitation of sessions on domestic violence, sexual harassment, employee well-being, and women’s leadership. She is a feature writer for Serein’s blogs where she writes about gender, women’s history, domestic violence, and sexual harassment awareness in the workplace.

Ruchika is a published author with books like ‘Concubinage, Race and Law in Early Colonial Bengal: Bequeathing Intimacy, Servicing the Empire’ published by Routledge, Taylor, and Francis publications. She has been teaching History at the University of Delhi for over a decade. She has a Ph.D. in History from the Centre for Historical Studies, Jawaharlal Nehru University, New Delhi.

Arathi Kannan

Head of DEI: India, Global

Arathi leads the design and execution of DEI measurement tools for global partners. These include Serein’s Diversity Index, the scope of unconscious bias in recruitment and promotions, and the scope of unconscious bias in external messaging. 

She has also designed a standardized tool to review company policies and products through an inclusion lens. Arathi leads workshops on inclusion, unconscious bias, domestic violence, mental health, and well-being. 

Arathi is a published researcher with Master’s degrees in Applied Psychology and Criminology from Bond University, Australia. Her experience includes working with people from different backgrounds, including refugee groups.

Thejaswini CA

LMS Platform Associate

Thejaswini is responsible for the operations and maintenance of Serein’s in-house e-learning platform. She assists customers to deliver learning content and assess employee engagement through Serein’s tracking system. 

Thejaswini is also engaged with finance and other operations to ensure Serein’s 500+ long-term partners are compliant with the Prevention of Sexual Harassment (PoSH) law.

Thejaswini holds a Bachelor’s degree in Computer Application from Field Marshal KM Cariappa College, Kodagu.

Rhea D’Silva

Designer

Rhea is the aesthetic and creative eye behind Serein’s marketing and sales collateral. She manages website content and social media content calendar. She works closely with Serein’s content experts to design catchy invites, toolkits, and company culture reports.

Rhea creates animated content for Serein’s learning platform. She is focused on understanding the user’s need for engagement and learning to create impactful content. 

Rhea holds a Bachelor’s degree in Mass Media from St. Xavier’s University, Mumbai where she majored in advertising.

Bhavini Pant

Safety and PoSH expert

Bhavini serves as a PoSH external member for 30+ companies in industries like education, healthcare, IT, Pharma, and more. She has 70+ hours of experience consulting on sexual harassment investigations in the workplace and supporting partner organizations on the legal procedure and best practices for workplace safety.

Before Serein, Bhavini worked as an archivist at Tata Institute of Fundamental Research, Mumbai, and as an editorial assistant for IIT Bombay’s PR and Alumni Associations department.

She has a Master’s degree in Education from Azim Premji University where she worked extensively with the management on anti-sexual harassment legal implementation. Her work involved the interpretation of the law in a university as a workplace and an educational institution for adults. 

Kirtika N

Safety and PoSH expert

Kirtika is a Senior Gender and Safety Specialist. At Serein, she leverages her expertise to design engaging and informative content for multiple services including our flagship workshops. Kirtika also facilitates workshop on topics like sexual harassment awareness, psychological safety, workplace inclusion, mcroaggressions, allyship, and more. 

Kirtika also serves as a PoSH external member and has 50+ hours of experience consulting on sexual harassment investigations at the workplace and supporting partner organisations on legal procedures and best practices.

She has a Master’s degree in Counseling Psychology from Montfort College, Bengaluru, and has experience working as a Therapist with agencies and schools.
 

Narayanan Nagarajan

Creative Designer Consultant

Narayanan is responsible for creating visuals for posts and campaigns for social media as a Creative Designer at Serein. He also works on animations for Serein’s e-learning courses, explainer and promotional videos. 

Narayanan’s focus lies in creating content that is subtle yet impactful. He sometimes doesn’t mind being in the middle of a storm but does love a good brainstorm. 

Narayanan worked in a corporate environment for 7 years before making a creative switch in his career. He holds a Bachelor’s degree in Fine Arts from The College of Fine Arts, Bengaluru.

Sharanya Venkataraghavan

Safety and PoSH expert

Sharanya serves as a PoSH external member for 15+ companies in e-commerce, fintech, healthcare, SaaS, and more. She supports partner organisations on legal procedures and best practices to build safe work cultures.

She has been involved in the review of PoSH policies, labour law compliances, and research regarding the risk of secondary victimisation of complainants under the PoSH Act.

Sharanya graduated with BBA, LLB (Hons.) degree from Symbiosis Law School, Pune. She has experience in PoSH and employment law with notable law firms like Shardul Amarchand Mangaldas and Co., J. Sagar and Associates, among others.

Nandini Abraham

Statistical Analyst

Nandini conducts extensive industry-specific research on DEI trends in India, South East Asia, Europe, and the USA. Nandini is responsible for developing statistical models for DEI assessment on Serein’s DEI SaaS Tool. She designs measurement tools for DEI benchmarking, inclusion assessments, and employee experience surveys.

Nandini is passionate about creating engaging and impactful reports, toolkits, and playbooks for Serein’s customers.

Nandini holds a Bachelor’s degree in Economics, Mathematics & Statistics from St. Joseph’s College, Bangalore.

Nithya R

HR and Compliance Lead

Nithya drives operational excellence within the HR function. She ensures that Serein maintains the highest standards of HR practices and ethical conduct. Her role extends beyond traditional HR responsibilities as she also serves as an External Member of the Internal Complaints Committee (ICC) for Serein’s clients, specialising in preventing workplace harassment through the PoSH vertical.

Nithya has graduated in Commerce from the University of Lucknow and has rich experience in hiring and retaining the best talents in the industry with companies like BukuWarung and Belong.co.

Sri Padmavathi C

Finance Consultant

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Sri Padmavathi C specialises in providing accounting consulting services to companies. She helps in assisting & maintaining Serein’s Books of Accounts, GST, TDS, PT filing, financial statements preparation & audit review.
 
She holds an MBA with Finance Specialisation from Annamalai University, and has also has done CA articleship under CA Tom Joseph’s guidance.

Anisha Debnath

PoSH and DEI Workshops Facilitator

As a PoSH and DEI Workshops Facilitator, Anisha is primarily responsible for conducting sessions and facilitating conversations that enable building of safe and inclusive workplaces for all. Anisha also undertakes in-depth research into various Diversity, Equity and Inclusion issues that plague our work cultures today. All of this research goes into designing bespoke sessions and curating interactive learning experiences for several of Serein’s partners. 

Anisha has a background in History, especially in the history of gender and early feminism in colonial South Asia. 

Anisha has a Bachelor’s degree in History (Hons.) from Gargi College, University of Delhi. She has also studied for an MPhil in World History from the University of Cambridge, United Kingdom.

Aseem Deuskar

Inclusive Workspace Architect

LinkedIn

Aseem is an Inclusive Workspace Architect dedicated to reshaping workplace diversity and accessibility. He is skilled in conducting comprehensive accessibility audits and implementing inclusive design solutions.


Aseem is passionate about creating environments that foster equal opportunities

He holds a Bachelor’s degree in Architecture and a Master’s degree in Urban and Regional Planning.

 

Siri Prasad

Safety and PoSH Expert

Siri Prasad is a Safety and PoSH Expert at Serein and serves as an External Member of the Internal Complaints Committee (ICC) for Serein’s clients. Her work is not limited to, but includes advising in legal procedures, best practices for safe work cultures, and reviewing of PoSH policies and labor law compliance.

Siri is a Gold Medallist and holds a BBA, LLB (Hons.) from Christ University and a Masters in Science (International Employment Relations) from the London School of Economics and Political Science, where she also served as the EDI Officer.

Abhishek Ghattamaneni

Head of Financial Strategies

Abhishek heads Financial Strategies at Serein. He is responsible for overseeing finance, Corporate Secretarial (CS) related work, and compliance among other things. He is a seasoned professional with a wealth of experience in finance and corporate governance. With over 15 years of expertise as a qualified Company Secretary, he has made significant contributions to the finance departments of companies within the real estate and startup sectors.

Having worked with organisations operating across multiple countries, Abhishek brings a deep understanding of international taxation to the table. Notably, he achieved an impressive 42nd rank in 12th grade under the AP Education Board, demonstrating a strong academic foundation to complement his professional achievements.

Kaushik Mazumdar

Engineering and Platform Consultant

Kaushik has 14+ years of experience across IoT, Systems, Gaming, and Telecom, building high volume production applications and products with worldwide presence.

He looks after the technology and education segment of Krishworks, and has built Ed-Tech products to improve English Literacy in rural areas of India with QR coded books, Smart Classrooms, Teacher Trainings and increased involvement of parents.

Kaushik holds a Bachelor’s degree in Information Technology. He mentors a young and dynamic team aligned to the vision of Krishworks. Outside of work, he is a fitness and technology enthusiast, and loves running and swimming.

Balaji P

Design Consultant

Balaji has a bachelor’s degree in mechanical engineering from PSV Engineering College and has practised UX design at Growth School in Bangalore.

As an associate UX/UI designer at Krishworks, Balaji is responsible for collecting client requirements and converting them into usable digital products using UX principles. He also helps in maintaining brand identity and aesthetics in the products by creating UI design systems and high-fidelity screens. For Serein, Balaji has designed the PoSH LMS Product and the website.

Subhajit Roy

Engineering and Platform Consultant

Subhajit is the Co-Founder of Krishworks Technology and Research Labs Pvt Ltd. He is a social entrepreneur who uses technology to promote rural literacy and upskill rural teachers. 

At Serein, Subhajit and his team has helped develop the e-learning platform and DEI SaaS Tool. He also oversees its maintenance and development.  

He is an incubatee at IIM Calcutta Innovation Park and an alumni of ISB Dlabs. Along with his co-founders, he is recognised with the Leaders of Tomorrow Award by Times Now. During the early days of his career, he worked as an Embedded System Designer, and was involved in various projects related to National Defence (DRDO) and health care research. Some of the products designed by him have been used by Apollo Hospitals, Govt of India, got patented and also received FDA approval.

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