It’s good fun, but TikTok’s ‘girl maths’ could leave women worse off

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In the expansive realm of TikTok, a peculiar trend named “girl maths” has taken the stage, captivating users with its whimsical calculations and creative spending justifications. From the mundane purchase of a $5 coffee to the extravagance of concert tickets, girl maths employs a range of tactics to rationalise spending, often veering into illogical territory.

Picture this: You pay for your daily caffeine fix with cash instead of a credit card, in the realm of girl maths, it’s practically free. Similarly, splurging on a designer handbag becomes less intimidating when broken down into a “cost per wear” calculation, a common practice within this trend.

Splurging on a designer handbag or dress becomes less intimidating when broken down into a “cost per wear” calculation, a common girl maths practice.Credit: Dionne Gain

However, beneath the light-hearted calculations and playful banter lies a deeper layer of consideration.

I run Australia’s largest money community and financial education platform, She’s on the Money, and while the playful banter of girl maths is something I admittedly joke around with my friends about, it’s a trend that could leave many women worse off when it comes to financial literacy.

While seemingly innocent, when you start to deep dive into the plethora of TikTok videos tagged as girl maths, they can inadvertently start to normalise poor financial decisions. As entertaining as it seems on the surface, I just don’t know if we’re at a place yet where we can joke about women not being good at money when that’s a stereotype we’re aggressively trying to break down and move away from.

Vivian Tu, a self-made millionaire, financial educator and author, echoes my sentiment. Tu warns against treating financial ignorance as bliss, asserting that evading financial realities will eventually catch up with us. Dismissing a $5 coffee as an insignificant expense can lead to an unwitting expenditure of about $1800 by year-end, a point she emphasises to underscore the importance of financial consciousness.

The trend conceals the undue guilt women often associate with spending on personal pleasures, compelling them to justify each purchase as a form of self-defence.

While girl maths might appear harmless at first glance, I have an important concern: the perpetuation of stereotypes that portray women as spendthrifts. There’s a damaging aspect wherein this trend aligns with baseless stereotypes, reinforcing the notion that women are inclined to frivolous spending. This portrayal does not equate to purchasing AFL tickets or golf club memberships but centres on femininely associated expenditures like lattes and manicures.

In saying that, girl maths is definitely not exclusive to women. While the term itself is a reflection of the gendered essentialism trend seen online, it’s a way of attaching the term “girl” to everyday activities to make them more engaging and relatable. While girl maths has gained popularity, its underlying behaviour isn’t unique to women alone.

When I start to think about it more deeply the term girl maths may inadvertently belittle individuals who identify as female. This terminology suggests a need for hand-holding and implies a lack of financial acumen. Moreover, the trend conceals the undue guilt women often associate with spending on personal pleasures, compelling them to justify each purchase as a form of self-defence.

While I know this article isn’t going to kick off in the same way as the trend has on TikTok, I’d still like to gently advocate for a different perspective to be taken, one that champions financial agency without leaning on the crutch of girl maths.

There’s a common misconception that if you identify as female you immediately are less capable when it comes to finance, however, my community and cold hard data tell us this couldn’t be further from the truth.

Research tells us that men are more likely to make riskier investment decisions than women, a decision that means the share portfolios of women on average perform better, and an international survey found that women in general are better at managing money than men.

What women lack is confidence around money. Not nous. Women need to back themselves more when it comes to financial decisions that are made, rather than justifying their expenses in illogical ways.

I’ve been advocating this for years, but I’m going to pitch it again because it often falls on deaf ears. Let’s redefine budgeting as empowering instead of restrictive. Let’s embrace the evolving concept of budgeting as a means of empowerment, rejecting the notion that budgeting equals deprivation. Instead, it paves the way for treasured moments that hold profound value beyond financial calculations.

As the girl maths trend continues to captivate and entertain, it prompts a wider conversation about financial empowerment and stereotypes. True empowerment lies not in playful calculations but in understanding our financial choices, making decisions aligned with our values, and embracing the journey toward financial freedom.

The trend may have playfully emerged from gendered experiences, but it also serves as a reminder that women’s financial intelligence knows no bounds. By challenging stereotypes and supporting one another, we pave the way for a future where financial empowerment transcends gender norms.

Victoria Devine is an award-winning retired financial adviser, best-selling author, and host of Australia’s number one finance podcast, She’s on the Money. Victoria is also the founder and co-director of Zella Money.

• Advice given in this article is general in nature and is not intended to influence readers’ decisions about investing or financial products. They should always seek their own professional advice that takes into account their own personal circumstances before making any financial decisions.

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