Have you just come from shopping at the drugstore and can’t believe how you managed to spend a fortune on your everyday products? This is by no means just due to your consumption, but also due to the nasty phenomenon “Pink Tax”, which taxes women’s products more heavily. You can find out exactly what’s behind it here.
What sounds unbelievable at first glance is actually reality: the term “Pink Tax” (German: “pink tax”) describes one unjustified price increases that women pay for everyday products and services have to pay. Even if it is not a real tax in the traditional sense, this “tax” is considered one hidden form of discrimination considered. Products marketed specifically for women often cost more than comparable products for men – even if they are nearly identical items. This is especially in areas such as clothing, hygiene products, personal care and services such as hairdressing to observe.
“Pink Tax”: Where does the term even come from?
The term “Pink Tax” refers to the fact that products aimed at women are often… stereotypically “feminine” colors such as pink, hot pink or purple be offered. These products are then more expensive than the “male” version of the same product. A simple example of this is shower gel: A pink shower gel for women often costs more than a blue shower gel for men, even though the functionality is completely identical.
Where do we often find the Pink Tax?
You’ve probably already noticed that you have to dig unusually deep into your pockets for some products. The “Pink Tax” affects a large number of product categories. The price difference is particularly clear in the following areas:
- Personal care products: Shampoos, razors, shower gels and deodorants for women are often more expensive than comparable products for men. Even when the only differences relate to packaging and marketing, women often pay more.
- Clothing: Clothing for women, even if made from similar materials to men’s clothing, is often more expensive. This particularly applies to basics such as T-shirts, jeans or even socks.
- Children’s toys: Unbelievable! Even when it comes to toys for children, there are differences. Products marketed as “for girls” in some cases cost more than “boys’ toys” even though the function or material is the same. For example, pink children’s bikes are often more expensive than their blue or green counterparts.
- Services: Services such as hairdressing or dry cleaning often cost more for women. Even when a man and a woman request the same service, such as a haircut for short hair, female customers are often asked to do more.
The “Pink Tax” phenomenon in numbers
A nationwide study by the Federal Anti-Discrimination Agency (ADS) from 2017 illustrates the problem:
For the investigation were over 1,600 similar products compared for men and women. In Back then, women paid more in 2.3 percent of cases and men paid more in 1.4 percent of cases. However, the study is not just limited to goods: 381 services examined showed 59 percent price differences depending on gender – 50 percent were more expensive for women and nine percent for men.
Calculated over a year, this “tax” can lead to significant additional costs. A significant financial disadvantage, especially when you consider that women unfortunately still earn less on average than men. The pink tax leads to an additional financial burden and thus increases the already existing economic inequality between the sexes.
Why is there a “pink tax” at all?
There are various approaches to explaining how the “pink tax” came about and how it still exists:
- Market research and targeted pricing strategies: Companies assume that women are often willing to pay more for products that are perceived as specifically tailored to their needs. Therefore, the price is often increased arbitrarily without any real added value.
- Stereotypes and gender roles: There are long-standing gender stereotypes that portray women as particularly care- and fashion-conscious. Companies use these ideas to impose higher prices on products that are, for example, presented as “essential” for the female audience.
- Exploiting Brand Loyalty: Many women are willing to prefer certain brands and pay more for their products, especially if they are perceived as high quality and effective. This brand loyalty is often exploited by companies.
Steps against unfair price distribution
Finally, the good news: In recent years there have been global efforts to raise public awareness of the “Pink Tax” and to take action against it. Some countries and regions have passed laws that prohibit companies from charging different prices for similar products based on gender.
Consumer groups and activists are also tirelessly calling for more transparent pricing and the end of gender-based price discrimination. Some companies are already responding to public pressure and adjusting their prices to be more fair. For example, disposable razors are now back to the same price level, regardless of gender-specific marketing.
So the pressure is worth it and progress is being made in small steps. And as everywhere else, the same applies here: knowledge is power. So we’ll just continue to draw attention to gender-specific injustices and occasionally use blue “men’s products” to save money.