The pink tax


The pink tax is a marketing strategy which targets women to pay more than men for similar utility products. It is essentially a gender based price discrimination against women. Two products which are equal in utility with no extra feature cost more for women just because they are marketed as specially designed for women. They term pink tax is also driven from the fact that any product can be sold at a higher price if it is packaged in pink. This false marketing is creating a brain wash effect on women. Another reason is that this marketing attacks on the insecurities of women and eventually they buy into the temptation. Products marketed and claimed to have been designed for women are 7% more expensive than products marketed for men. A variety of products like apparel, healthcare products, footwear, children’s toys etc are all under the umbrella of discrimination. The most evident disparity is seen in personal care products of men and women which has a good margin of difference for the exact same utility product. Even services like haircutting and styling are charged at higher rates for women. To understand how we are being fooled, we must understand the marketing strategy that is used to impact women all over the globe. Due to a gender biased society, women feel the need to look beautiful at all times. Thus, products marketed for them are beauty oriented rather than only focused on utility. The assumption that they are less price elastic than men is also prevalent. This means that women are willing to pay higher than men to obtain a product.
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The truth is that the pink tax is completely hidden in plain sight. For quite some time it had not been noticed but now as more and more limelight is getting attracted, some movements have started to limit or eliminate the pink tax. The first step for this is awareness. Unless women will not realize that they are being conned and stand up against it, no change will occur. The fact that products which constitute as basics for women have luxury taxes applied on them and it is obvious that women cannot stop using these items. So we need to find a way to make our voices heard so that a uniform system of marketing can be maintained. As women are the ones at a disadvantage measures must be initiated by us. Let’s spread the word, connect with other women and bring down the pink tax.
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