Pink Tax: The Side of Gender Discrimination We Aren't Talking About

By Sara Jay

My first exposure to what many call the “pink tax” was just before second grade started. I was back to school shopping at my local Target with my mom. Immediately upon my arrival at the school supplies section, I noticed that the aisle was split into two parts. One side was filled with what I imagined to be more than fifty different shades of blue. A blue wave of vibrancy enveloped a sea of highlighters, pencils, pens, folders, and binders. Plastered across the stationery were images of trucks, footballs, baseball bats, etc. The other half of the aisle was more my speed. Clad in an array of blushed bubblegum pinks, each item illustrated princesses, bows, makeup brushes, dresses, and more. But as I picked out my pens and pencils, I vividly remember being engulfed by a bitter mist of confusion. Frowning, I looked up at my mom. “Why are the pink pencils four dollars but the blue ones are two?” I asked. What was so different about pink and blue pencils?

This was the first time I experienced the pink tax, but certainly not the last. From that day on, I began to notice the cost disparity between the girl’s and boy’s sections. It was a fact that Rapunzel backpacks were always so much more expensive than Superman backpacks. But why? These infuriating observations became more and more frequent, and I finally decided to do my own research.

After scanning through an extensive amount of online sources, here is what I learned: Gender-based pricing, commonly known as the pink tax, is an up-charge on products marketed towards the feminine audience (or at least the stereotyped female audience). Products scented apple blossom, sweet pea, lavender, and rosy rainbow (whatever that is) retail for more than “manly” scents. In reality, it isn’t a tax so much as a revenue generator that private companies use to gain profit when targeting their products towards a specific population. As Healthline states, the pink tax isn’t a new phenomenon. Throughout the last 20 years, states including California, Connecticut, Florida, and South Dakota have done reports about gender-based pricing. To this day, the same brand can sell a pack of pink razors for as much as fifty percent more than a pack of black razors. The largest disparities in pricing come with personal care products, bath products, and kids’ toys. So, if many people from around the world are upset about this gender inequality, then why hasn’t there been action toward pricing equality?

This discrepancy is deeply rooted in the sexist theory that women are prepared to pay a higher price than men. Unfortunately, the egregious act is far from abolishment. Countless people have tried, and failed, to fight the tax in the court; the tax is technically completely legal. On September 23, 2021, a Californian consumer filed suit against Walgreens, alleging that they were using deceptive marketing to sell essentially the same product for much more. When the jury looked at the two products side by side, the only difference was that one bottle was purple and labeled “Foam for Women” and the other bottle was labeled “For Men, Not for Use by Women.” The deceptive marketing leads consumers to believe that one bottle was uniquely crafted for women, when in reality, their ingredients were nearly identical. Nevertheless, the judge dismissed all claims brought to her by the Californian woman.

This case illustrates just how prominent gender-based pricing is in everyday life. How can we avoid falling into the trap of the pink tax? Don’t fall for marketing that insists that masculine and feminine products are so different. Realize that just with pink packaging or floral scents, companies can trick much of the population into paying far higher prices. Shop around for better prices. After all, if people stopped paying this unjust premium, then companies would have no choice but to lower their prices. Advocate for yourself and others, and stand up to large companies online. Educate others who might not know that they are subject to the pink tax. By educating ourselves and the people around us, we can launch action to dismantle the pink tax.