A dating program is Barclays UK’s proposal to promote more open conversations about money among young people. The miniseries for social networks, created together with the agency Born Social, is part of a broader strategy by the company to promote financial confidence among consumers.
*Statement Dating*, whose first two chapters are available on YouTube, is based on the idea that talking openly about money is a fundamental step for financial health and conveys that the way someone conceives money can reveal a lot about their values, their priorities and what a future together could be like. Instead of resorting to traditional codes, the bank is betting on entertainment to get closer to generation Z and address a widespread taboo, that of talking about money in the initial phases of relationships.
Inspired by television formats to promote conversations about money
Thus, it has been inspired by television dating shows, such as “Blind Date” or “First Dates”, to show how conversations about finances can be more accessible, close and attractive. The series unfolds over three installments in which real single people explore their compatibility through questions, tests or hypothetical situations. It is hosted by comedian and presenter Ellie Jane Taylor, alongside Ollie, a Barclays representative who provides the brand’s perspective on financial matters, as well as advice and tips on money management.
“Could you talk about your finances on the first date? Our new series is a flirt-meets-finance dating show, created to help make conversations about money feel more open, normal, and entertaining.“, the company has noted through social networks. “We don’t want to give too much away, but you can expect interesting confessions, lots of sparks, and helpful tips on how to handle those awkward conversations early in the relationship.”.
In the chapters, lasting more than ten minutes, the suitors get to know each other through different dynamics that put spending habits, savings goals or financial ambitions at the center of the narrative with the intention of exploring whether these issues can reveal more about the possible success of a relationship than first impressions.
Beyond promoting financial transparency in romantic relationships, the initiative also works on a tactical level to strengthen the brand and highlight Barclays products and services. This can be seen in a staging that evokes the bank’s visual identity or in the presence, for example, of the application’s functions.
The campaign is based on a Barclays study carried out among 2,000 Britons in September. The research indicates that 40% of those surveyed would feel uncomfortable talking about money with someone they are dating, and that 54% would dislike their date asking them about their finances. However, 21% would like it to be acceptable to ask the person they are dating about money. The figure rises to 37% in the case of Generation Z.
From the company they point out that dating is a territory that is already being affected by the increase in the cost of living. They point out, therefore, that users are adapting by opting for cheaper dates or, in some cases, reducing the frequency of their meetings. They are also paying more attention to how a potential partner manages their spending, savings and debt.
“Although talking about money can be uncomfortable, having open and respectful conversations helps couples understand each other’s priorities and expectations.“explained Seema Sachdev, Client Director at Barclays UK, in a statement. “Whether deciding who pays for a date or how to divide household expenses, there is rarely a single right answer. The important thing is to find an approach that is fair, transparent and manageable for both parties.”.
