Turkey of the Week: NatWest's patronising ad is an ineffective way to connect with women

There's a difference between financial feminism and mansplaining.

NatWest and Stylist: we'll give the roses a miss
NatWest and Stylist: we'll give the roses a miss

Dear Mr Banker, you’re right. Yes, we women need to be spoken to "respectfully" and in a "non-patronising way". And, yes, it’s crucial that we tackle the "financial confidence gap".

But, frankly, we don’t need you to mansplain money to us.

In the ad, you say: "Only powerful meaningful change will make a difference." Yet, from the painstakingly patronising tone to the "I’m sorry" roses, I struggle to see how this spot makes any meaningful change.

We need tangible action from NatWest to promote financial feminism, not an insulting letter.

Brand NatWest
Title A woman’s worth 
Agency NatWest and Stylist