
By Aman Raina, Investment Coach, Sage Investors
Special to the Financial Independence Hub
My motivation in starting my own practice to teach and engage people on investing revolved around financial literacy. I thought that if I could improve someone’s financial literacy, they will have a better chance at becoming a successful investor. I was always a big supporter of financial literacy programs, especially in schools. It made sense and I thought it was the right thing to do.
The reality is over the years I’ve learned and witnessed first-hand that while noble and done with good intentions, financial literacy programs just don’t work. A revolving door of programs, a lot of them government and industry sponsored have been rolled out over the years, starting out with enthusiasm and then just petering away in obscurity.
Here in Canada, we even have a Financial Literacy Commissioner , which acts and cheers Canadians into becoming more financially literate but to no avail. We even have a Financial Literacy Month late every year: So much effort, again all with good intentions, will be put into improving financial literacy but it just doesn’t seem to stick.
Millennials scared of investing
So queue the latest attempt at cracking the financial literacy daVinci Code. A 42-page report commissioned by the Ontario Securities Commission, prepared by a dream team of consultants and personal finance thought leaders. The report attempts to answer why people, specifically Millennials, are not investing and what financial institutions can do to get them to invest.
The report does a good job of capturing the pain points of why Millennials are not investing. They’re scared of investing. They feel overwhelmed by the process. They often freeze when trying to make a decision. They don’t know how to start and take that first step. I hear these thoughts very often from people I’ve worked with, and not just Millennials.
The report outlines some broad solutions and strategies that financial institutions could adopt to better engage the Millennial cohort. The problem is the solutions are drowned out in consulting jargon and don’t effectively address those pain points that people are consistently complaining about. Often I’ve seen many programs rolled out that don’t articulate a clear, consistent message that speaks to the pain points. Here’s what OSC report came up with:
Make Investing a Priority
This is an attempt to address the pain point of establishing the first step into investing. The report believes that the first natural step to expose people to financial concepts is in the classroom. Teach the concepts early on, maybe high school and it plants a seed that will carry them into adulthood.
It seems like common sense. Ontario high schools have just started rolling out a financial literacy curriculum. The problem is it’s been done and it doesn’t work. A study published in the journal Management Science by John Lynch, a consumer psychologist at the University of Colorado’s Leeds School, compiled the results of more than 200 studies of financial literacy programs, adjusting for subjects’ family background and personality traits that had been ignored in the previous research. The study found that studying financial literacy has a “negligible” impact on future behavior and that within 20 months almost everyone who has taken a financial literacy class has forgotten what they learned.
Students don’t retain the information. The reality is the information during that period in our lives goes through one ear and out the other. It’s just not a priority…at that time. The report cites an excellent example by one of the participants, who said “at 15 years I’m thinking only 3 months ahead and when I got to 22 years, I was thinking years ahead”. Teaching financial literacy in high schools intuitively makes sense, but at that age, we’re not thinking about the future. The future for me at that age was thinking about what I was doing after school on Friday with my friends. I’m not a psychologist but I think Teenagers aren’t wired for it. Their brain is still developing. It’s only when people experience adversity (i.e. living on their own, managing their paycheque for now and the future) that motivations for improving their financial knowledge crystalize.
Validation by Social Circle
The report suggests getting out to where Millennials are hanging out and engaging them about the importance of investing. The thinking is Millennials are more likely to follow what Continue Reading…







