By Nishat Anjum
Source: Healthline
What is the cost of being a woman in the 21st century? Are you aware that women pay more money than men for a similar product? This phenomenon of women products costing more for no logical reason is called ‘Pink Tax’. Pink Tax is the idea where companies charge more money on women’s products just because they will pay more. Some companies go to the extent of making the product pink and then charge more money. It is done to attract female customers as pink is considered to be a feminine colour.
The Pink tax is not limited to western countries but is a global phenomenon. It is yet another result of the patriarchal society. As men are considered to be smarter consumers than women, it leads to women consumers being affected by it and resulting in them paying more money. And this isn’t limited to just products, but also services. In a salon, a basic haircut for a man costs around 200 INR. On the other hand, the same service for a woman customer costs around 500 INR.
A Delhi based lawyer Nabeela Jamil, who is a writer at Feminism In India (FII), commented on Pink Tax theory and its effect in the Indian subcontinent, “We are already late in our country to acknowledge this phenomenon. But that doesn’t mean can’t do anything about it. There are numerous studies done in the west on Pink Tax, which should be done in India too. Apart from these studies and researches, there is a lack of awareness among Indian women. A lot of it is due to lack of coverage about this on media platforms.”
In the west, there have been studies done on the phenomenon. A survey done by the New York City Department of Consumers Affairs named “From Cradle to Cane: The Cost of Being a Female Consumer" found out that women pay approximately 7 per cent more than men for similar products. In a lifetime of a female consumer, this cost gap makes a huge financial impact as personal care products cost 13% more for women than men. This isn’t limited to adult products but to babies and children’s products too.
Another study was done by US GAO (Government Accountability Office) titled “Consumer Protection: Gender-Related Price Differences for Goods and Services”, In 5 out of 10 product categories, women’s versions of the product on average sold for a higher price per ounce or count than men’s. For example, when they compared the prices of basic use and throw razors, the women product was sold for 19 per cent more than the men’s.
Even after conclusive evidence, women who are half of the population of the world are discriminated against based on their gender. If this is not the result of the misogynistic attitude then what it is? It is because of the reasons such as that the women are conscious about their appearances and are more fashionable, hence they won’t mind paying more money. On the other hand, men are considered to be more rational buyers who won’t pay more money. This discrimination is also due to sellers’ assumptions that female customers aren’t aware of the real cost of the product.
Boxed, a US-based company is fighting this good fight. Their attempt is ‘Rethinking Pink’ and giving a voice against Pink Tax. California had a law passed in 1995 against gender discrimination for the price, but it didn’t seem to make a difference in the market. There are attempts done all over the world to curb this Pink Tax. However, Consumer awareness is the key to reversing the practice as is legislation banning it and voting with one’s spending.
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