What Women Want Written by: Irene Segal Women in business and the professions continue to change the face of the North American economy. Women are starting more businesses than men and are twice as likely to remain in business than their male counterparts. Career women are thriving and are making a positive impact on the economy. We now represent 55% of university graduates, and 58% of new entrepreneurs, and yet the greatest challenge women now face is having less financial security than in the past. The biggest hurdle women have to climb is being able to reach old aged without depleted resources or not having enough money to live out their lives.Women statistically live longer than men, yet they continue to invest less and most are not adequately prepared for retirement. At the same time, women still on average work fewer years than men and make less money than a man. Women need to plan for financial security and prosperity. They must have a proactive plan to get there.Let’s look at some of the gender specific statistics reflecting the particular financial considerations and challenges facing women today:Most women outlive most men by 7 years; however they will be in the workforce on average 11 years less than their male counterparts due to child bearing and rearing women will require 20% more money than their male counterparts in order to compensate for shorter work years and longer life span. (source: 1999 US census)90% of all women will be single for a great part of their adult life due to divorce, widowhood or never marrying. Over one third of marriages end in divorce, while second marriages have an even worse rate of success. (Source: US Census 1999)The average age of a widow is 58. 43% of women over 50 say they are putting together a retirement financial strategy (source: Lovett-Reid Research)Women in their 50’s and 60’s are at the height of their earning power. (source: Lovett-Reid Research)Two thirds of people over the age of 75 will suffer an illness or disability; most of these individuals will be women.The average woman has less insurance coverage than the average man does, although her economic requirements are on average greater than those of men.Most women business owners, unlike their male entrepreneurs, tend not to have inherited or bought an existing business.Women over 70 are twice as likely as men to live in poverty. (Source: US Census 2000)Solid proactive financial planning for women must address women’s gender specific realities and obstacles:The importance of a retirement plan reflecting the gender specific hurdles that must be overcome by women.Proper insurance planning and coverage is especially important for women, who will by and large work fewer years, accumulate less retirement/pension benefits and live longer than men.Women must become financially aware and seek professional financial planning advice. The North American publishing industry has reacted to the quest for financial knowledge by releasing more than 200 books about financial planning for women in the past year.Most women will face greater financial challenges than their male counterparts. The good news is that women's attitudes about money and investing are starting to change to reflect these glaring economic realities.  read more » What Women Want Choose Your Best Life Where Are Your Choices Leading You Tips for Launching Your Own Business Six Essential Principles for Marketing to Women Business Owners 25 Valuable Phone Numbers For Small Businesses Success Underestimating the Power of InHouse PR Aspirations Worth Their Weight in Platinum Your Thoughts Are Powerful Hearing That Entrepreneurial Voice Presentation Skills Without PowerPoint