`It's About Time!' The Significance of Gendered Time for Financial Services Consumption

Knights, David and Odih, Pamela. 1995. `It's About Time!' The Significance of Gendered Time for Financial Services Consumption. Time & Society, 4(2), pp. 205-231. ISSN 0961-463X [Article]

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Abstract or Description

In recent years numerous financial services companies have explored the profitability of marketing specifically to women. These practices are largely informed by traditional product and service distribution methods where the target is predominantly male `heads of household'. This article provides alternative approaches to the issue of gender and its bearing on financial services consumption. We argue that women's everyday lives frequently result in gendered relations to, and perceptions of `time'. These temporal orientations are often incongruent with the predominant linear, temporal framework within which many long-term financial services products (e.g. pensions) are embedded. Insofar as financial services companies continue to subscribe to a linear model of time, reproduced through marketing discourses and embedded within their temporally oriented products, their efforts to capture the `women's market' will continue to be constrained.

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Originally presented by Pamela Odih in 1993, entitled: Knights, D., and Odih, P., (1993); Gender, Time and Financial Services Consumption, Paper Presented at the Rethinking Marketing Conference, Warwick: University of Warwick.


Gendered time, linear time, relational time, financial services consumption and discrimination.

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1 June 1995Published

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23 Feb 2017 11:32

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29 Apr 2020 16:24

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Yes, this version has been peer-reviewed.



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