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VISA – Money is Changing 1.0

Millennial women are 3x more likely to talk about sex than their salaries.

Women have risen to unprecedented financial power, surging across indicators such as breadwinner status, entrepreneurship, investing, and wealth. With this rise they are breaking from traditional life paths, creating flexible definitions for what being a woman means. But this evolution is not being matched with a new understanding of her relationship with money.

To date the entire payments category has long ignored her and tried to sell her new products tied to old clichés: Women be shoppin’. To break though, we used the data to create a platform centered around powerful statistics designed to challenge outdated norms around gender and money, and spark a cultural conversation.

Money is Changing.

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Visa —

Money is Changing 1.0

Millennial women are 3x more likely to talk about sex than their salaries.

Women have risen to unprecedented financial power, surging across roles such as breadwinner, entrepreneur, investor, and boss. But this evolution isn’t met with a new understanding of her relationship with money. To date, the entire payments category has missed the mark with how to cast and talk to her, tying her to the old, tired clichés: shoppin’ shoppin’ n’ shoppin’. To break through, we created a platform centered on thought-provoking questions that delivered true-to-life statistics and content that challenged outdated gender and money norms. Together, we sparked a cultural conversation in Money is Changing.


We asked genuine questions that were almost too taboo to talk about in a place where nothing’s taboo.


We activated women by showing them what they weren’t alone in their observations and experiences.


We told her stories in her language, with a style that felt like hers.


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And we got the word out with partnerships that were relevant to her.


With all this juicy research, we published our findings.


Money is Changing moved a relevance score that hadn’t moved in years by recognizing that we needed to be part of change.