Smashing the Finance Patriarchy With Memes

“My goal is to create inclusivity,” she said. “If I grew up so close to this world and still felt marginalized, think how much worse it is for everyone else.”

So she registered the handle @MrsDowJones and began racking up followers with posts written not in jargon, but “in the language I spoke,” she said. That meant a lot of humor and Kardashian references.

In the two years since she introduced her brand, Ms. Sacks has founded a successful finance-related book club, newsletter where she shares finance tips and news, and merchandise line, where she peddles merchandise such as J.P. Sonja Morgan hats and “I miss Janet Yellen” pullovers. She monetizes her social channels through branded content deals. This year, Ms. Sacks also began hosting monthly sponsored events for her followers where finance figures like Sallie Krawcheck, a former executive at Bank of America, and Bradley Tusk, a venture capitalist, spoke about their books and financial careers.

Ms. Sacks said it’s not just women she wants to help, but everyone who has been shut out of careers in finance and conversations about wealth creation. Though she has made a name for herself by eschewing personal finance, talking to some of her fans has convinced her to incorporate more basic money management tips into her posts. Many of her followers struggle with student debt and, like many Americans, don’t have the disposable income to play in the stock market.

“What I realized is that I was talking so much about investing, but you can’t talk about investing until people have money saved,” Ms. Sacks said. “So, I had to take a few steps back and be like, ‘O.K. let me get my audience out of debt real quick, then we’ll hop back into things after they have a savings.’” In 2020, she plans to release a curriculum covering the basics of personal finance.

That doesn’t mean she’s abandoning her brand’s roots.

“I’m not here to defend Wall Street,” she said, “but I’m here to bridge the gap so people don’t feel excluded. Wall Street makes people feel like outsiders. They have their own uniform, they have their own language they speak, they have specific places they hang out, publications they read. They’ve created a world for themselves that feels exclusive. We can get into the nitty-gritty of, ‘they’re evil, they hurt us,’ but I think no matter what, let’s give you the skills and the confidence to play in their field.”


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