THE PINK SHADE OF UNFAIR

THE PINK SHADE OF UNFAIR

Padmaja Padwal

 FY B.Sc (2023-2027)

 In the world of retail therapy, there is a force that sneakily weaves its way into the price tags of feminine products, the pink tax. The pink tax is a pricing phenomenon that affects the prices women pay for the products and services specially designed for them. The pink tax is a silent contributor to the gender based inequalities of the pricing industry. It not only impacts the prices but it symbolizes a much greater issue of gender discrimination which must be paid attention to. Only by understanding this systemic bias would we be able to work on creating a world where gender does not determine the price of the products we wish to use.  

Source: New York City Department of Consumer Affairs 

 How does the pink tax work and which products are affected by it? Well, imagine you walk into a department store and enter the feminine care aisle, you take a glance at the deodorants, perfumes, hair care products, healthcare products, etc. The commonality among these being that they are all designed for women. This is where the pink tax comes in, as we notice that these products designed for women have a significantly higher price than its equivalent products designed for men. The justification often provided by manufacturers is that women’s products come with additional features. However, many argue that these features are not significant enough to warrant the price disparity. In fact, studies have shown that the cost of production for women’s products is not significantly higher, making the price difference a glaring example of the pink tax at play. 

        These pricing discrepancies are not limited to personal care products but are also present in the clothing and apparel industry. Retailers and designers price feminine clothing and apparel at a higher price compared to similar products designed for men. The justification being similar to that as the personal care products, additional features, better fabric, material and detailing. Apparently, unicorns stitch women’s jeans! But is it really? Well, critics argue that while the differences exist, they are not responsible for the substantially high prices. Then what is? Yes, pure gender based stereotypical discrimination aimed at perpetuating unequal treatment between men and women. It is almost as if the minute the words ‘FOR WOMEN’ are added, the prices soar, regardless of whether there is actually a difference in the material used, production costs or not.

             Let us now dive in and explore the economic impact of this pricing bias. The economic ramifications of the pink tax extend well beyond the individual price tags. Throughout a woman’s lifetime, the cumulative amount she spends on basic products amounts to a significant financial burden. If we consider the impact this has on women from lower income households we are able to understand the real socio-economic impact this phenomenon has. It acts as a silent assailant on women’s financial stability and wellness. The California Senate Committee on Judiciary and Senate Select Committee on Women, Work & Families stated in 2020 that Californian women pay an average of about $2,381 more, for the same goods and services, than men per year. That can add up to about $188,000 in pink tax throughout a woman’s life. Women from lower income brackets get caught in a cycle where the opportunity for their economic growth are hindered and in turn, gender inequality persists. Breaking this cycle requires a significant change which can only be brought by targeted interventions and greater awareness of this pricing bias. 

           Have governments done anything to counter this disparity? While this pricing phenomenon exists globally, few governments have taken substantial measures to counter this disparity. In 2018, the Australian government launched an investigation to understand the extent of this tax and explore potential solutions to counter this disparity. Other countries where this is being investigated are Argentina, France, Germany, The UK and Italy. With this, the status-quo of the pink tax is being challenged and this movement is gaining momentum. The Gender Tax Repeal Act, Period Products Bill and Gender Based Pricing (Prohibition) Bill are among the legislations introduced by the American and the UK governments. While such legislations are being introduced, the challenges to actually implement and enforce these remain a concern. Additionally, in order to completely eradicate the pink tax, there needs to be a shift in the societal attitude which leads to gender based pricing. This includes introducing more effective legislation and organizing public awareness campaigns as well. Encouraging companies to be more transparent about their pricing practices. Promoting diversity and inclusion can help dismantle stereotypes and overtime greatly reduce pricing disparity. 

          Yes, changing societal attitudes and challenging stereotypes is the only way to actually uproot and completely remove the pink tax.  To address gender-based pricing, we must all agree that the color of our personal care goods should not dictate the size of our wallets. It’s time for equality, not just in the job, but also in our shopping aisles. Let’s cut through the red tape and create a society where pricing is decided by necessity rather than societal whimsy.