I’m the one who counts: BNP and women

Ten years after its first publicity campaign targeting female customers and 13 years after the law of 13 July 1965 allowing married women to freely open a bank account, BNP dedicated one of the slogans of its brand image campaign to women: “BNP… a bank where women count.”

The objective is to emphasize the use of banking services by women, who represent 51% of the French population more than 18 years old and who increasingly exercise a remunerated activity. Accordingly, in 45% of the cases, when women hold a chequeing account, it is a joint account with their spouse and they don’t use it effectively. Consequently, this category of customer presents a real business development potential for BNP. Moreover, this position is consistent with the actions that BNP has developed for many years like its participation in a survey of women and the management of the family budget, the publication of a brochure titled “I do my accounts in 3 minutes per day” or even the insertion of specific financial questions in women’s magazines