“Boring is the new sexy.”
I like this comment by Gail Cohen, a Fiduciary Trust Company International executive, who told the Wealth Watch newsletter of Trusts & Estates magazine that trusts and high-net-worth individuals are more drawn to dull stability now than the sexy alternatives they formerly chased. Wealth Watch adds:
Fiduciary Trust isn’t alone. A handful of stick-in-the-mud private banks, wealth management firms, trust companies and others who didn’t indulge in sub-prime loans or other toxic investments, are also experiencing a quantum leap in new clients looking for a safe home.
Maybe investor relations folks could try this message: “We’re boring.” Doesn’t work for everyone – but for some it might be the new sizzle.