Gender-normative sales practices such as bright pink labels, sequined packaging and sweet scents of lilies are all centered toward women — a group of consumers that is not only underpaid but also expected to pay more for the same products men use. Women often have to pay a higher price when it comes to having the same lifestyle as men, especially when it comes to earning a living and purchasing goods and services.
The difference in wage earnings between men and women has been revealed in many instances. When comparing the salary between the two sexes, a 2021 report from Payscale reported that women make 82 cents for every dollar men make. Though the gap has shrunk with each progressing year, the growth in women’s salaries for doing the same jobs has only changed in increments. Women are also at a disadvantage as consumers, which contributes to higher poverty rates among their demographic. Stores often apply products targeted to women because of the idea that women purchase more than men: the “Pink Tax.” This term is used to define the tendency to market products that are feminine or meant for women to be more expensive than those marketed for men.
Whether intentional or not, the additional costs a person spends on products targeted for women can be very taxing. Even beginning at young ages, “girl toys” are priced higher than “boy toys.” Also, women’s hygienic products are priced higher than men’s simply because of different fragrances. For example, the New York City Department of Consumer Affairs (NYCDCA) found in a study reviewing 400 pairs of products for sale by New York City retailers that 42% of the time, women’s products had a higher price tag. Men’s products had a higher price tag 18% of the time, while both gender-targeted products were the same price the remaining 40% of the time. The study also found that in every age group between the sexes, women-targeted products were consistently priced higher than men-targeted ones. By the age of 65, a woman has a much larger income gap of 44%, in comparison to a man of the same age purchasing elderly products that are already 8% higher. Because of this, women are more likely to struggle to afford hygienic or health care products as they grow older.
Another influence toward gender-based pricing is the cost of tariffs for clothing items. A tariff is a tax imposed by the federal government on a particular class of imported or exported goods. Because retailers raise the cost of their merchandise to offset the cost of imported taxes, consumers are faced with paying the price for acquiring the products. Though there is some gender-neutral clothing, there are typically feminine versions that have a higher cost than other products. However, manufacturers aren’t the only ones to blame for the gender-targeted products having a large difference in pricing, as the Pink Tax is also found in everyday services.
The most common scenario of difference in paying for services is shown regarding auto maintenance. Women would often bring a boyfriend, father or brother to meetings with auto mechanics in order to receive the same treatment as men and to have equal, fair pricing. Because they are assumed to be less knowledgeable about the subject of cars, women are often given a much higher price than the value of the service provided. A study by the National Bureau of Economic Research had a man and a woman call mechanics to receive a quote for the same repairs. People who seemed well-informed about the subject of cars were treated equally regardless of their gender. However, female callers who were uninformed were given quotes almost $23 more on average than male callers.
Unfortunately, there is no simple way to end the Pink Tax. However, there are simple everyday choices that can be made to lessen spending on feminine products that are similar to items geared toward men. Searching for gender-neutral products or products targeted toward men can help save on costs with products that carry out the same function. Whether it’s razors, kids’ toys or an oil change, taxing women higher on the same goods and services given to men is unfair. It contributes to discrimination and economic struggle, which women already face in other aspects of their lives. Being a woman is taxing, but there are ways people can lower the costs by addressing brands that continue to foster the system that discriminates against women with gender-based pricing.