From Couponing to Investing: How National Bank corrected the media’s financial narrative by turning every fashion magazine issue into investment content Unlike content aimed at men, research shows that 90% of financial articles written for women encourage them to focus on small ways to save money, such as cutting expenses or using coupons, instead of on investing and building wealth. This stereotypical narrative, perpetuated by women’s fashion and beauty magazines, contributes to Canada’s significant gender financial literacy gap, leaving many women lacking the confidence and knowledge to invest, and putting their financial independence at risk. To address this gap in financial literacy, National Bank of Canada flipped the stereotypical narrative by redesigning the back covers of nine leading women’s magazines to turn the issue into a cover story. Magazine titles, headlines, typography, layouts, photography and featured personalities – including prominent investors – were edited to match the look and feel of fashion magazines. Investment was presented as if it were a fashion trend, seamlessly blending financial content with the codes of the industry. This nationwide initiative, with millions of copies sold, led to a united editorial movement among Canadian fashion and beauty magazines to permanently support women’s financial empowerment.