Hollywood and the Gender Investment Gap

Client: eToro

In the UK, the gender investment gap stands at £678 billion – roughly the size of Switzerland’s economy. Despite growing awareness, it remains stubbornly persistent. We partnered with trading and investing platform eToro to launch an ambitious integrated campaign to address the issue by sparking fresh, engaging conversation and driving real change.

The campaign tapped into popular culture, exploring how women’s representation in major finance-themed films and TV series often reinforces gender stereotypes. By analysing titles like The Wolf of Wall Street, The Big Short, and Industry, we brought the conversation from personal finance pages into the mainstream.

We partnered with Dr Ylva Baeckström of King’s Business School to commission groundbreaking research using visual and AI-driven text analysis to examine how film and TV shape perceptions of finance – and how these on-screen portrayals help reinforce the stereotypes behind the gender investment gap.

We unveiled the findings at an exclusive media dinner with Dr Baeckström, Holly Mackay (Boring Money), and top journalists. This launched a wider campaign spanning educational content, influencer collaborations, case studies, a paid partnership with Grazia, and live events. The research sparked a national conversation, with over 180 pieces of media coverage across outlets like The Times, The Mirror, Stylist, Unilad, and BBC 5 Live. Social content reached 2 million+, with widespread organic sharing. 

eToro saw female-funded accounts grow by 12% from Q1 2024 to Q1 2025, versus 9% for men. First-time deposits by women rose 52% year on year.