You’ve got to love the double-truck, full-color Fidelity Investments ad that ran in USA Today on Thursday, April 26. They obviously did their research about who is the real decision-maker in the family—regardless of who is wearing the pants. (In this case, both the attractive middle-aged woman and the bald-headed husband at her side are wearing pants, by the way.)
For the rest of today's blog, continue at The Boomer Blog
You guessed it. Eighty percent of the time, it’s the woman who is making decisions on the purchase of consumer goods and services. But even when it comes to retirement savings and other big box financial issues, guess what: it’s still her—53% of the time.
In this eye-catching ad, the two investors are seated on their living room couch. The copy that overlaps with his Tommy Bahama-style shirt is:
“What he knows: It’s easy to roll over his 401(s). With a little help from Fidelity.”
Next to her very Banana Republic sweater, the copy reads:
“What she knows: Without help, he couldn’t get the dog to roll over.”
I laughed. A bunch. I showed it to my co-chair of FH Boom, Eileen. She laughed. A bunch.
So here’s the insider’s joke. The husband may well have picked the 40l(k). But who picked Fidelity? I’d place my bets on the gal every time.
Carol Orsborn