In Brazil, women have been conquering their space in society and in the labor market. However, despite the numerous advances made, gender equality is still far from being achieved. It is worth mentioning that, even over the years, where there have been several cultural changes and consequently a break of stereotypes, the functions, positions and salaries attributed to women are lagging when compared to men. With the increasingly competitive banking market, as the growth of companies operating in it is observed, and with the increasingly inclusive society, it is essential to take a stand for social causes and analyze consumer behavior. Given this context, this paper analyzes, through a descriptive research based on two online questionnaires, how gender distinction in higher positions in the banking market changes the perception of consumers. The results were found through quantitative analysis where it was possible to conclude that consumers actually perceive the gender distinction. In addition, it was found that respondents have subtle stereotypes in their perception, since they generally preferred males.