Simply put, gender based pricing is creating a special price for a service or product based on gender. Depending on the purpose for which such a policy is applied, this concept can be defined as either promoting a certain group of people or their discrimination. What does that mean? Let's start with gender discrimination.
On one hand, we have a situation where a certain group is paid less for the same job, under the same conditions, and with the same expectations. On the other hand, we have the same group that pays more for certain services and products. When this group is women, it's called "pink taxes."
Do you know what the "Pink tax" is?
The "Pink tax" refers to the practice of charging higher prices for products and services marketed towards women,compared to similar products marketed towards men. Although this topic has been a subject of debate among economists for some time, significant progress is still lacking.
For instance, if you pay attention, you can see that products like razors, deodorants, or shaving cream marketed towards women often have higher prices compared to the same products intended for men, despite having the same purpose and composition. Similarly, toys aimed at girls are often more expensive than toys aimed at boys, even when they have similar designs and functionalities.
And do you know the current average gender pay gap in the EU?
13%. The current gender pay gap is 13%. This means that in the European Union, a woman in the same position as a man, with the same level of responsibility and the same work experience, is paid an average of 13% less for her work. Moreover, there are differences in the number of approved loans and incentives for businesses led by women compared to those led by men.
We would like to believe that as a society, we have come a long way in terms of gender equality and that such things no longer happen in countries we consider developed. But unfortunately, that's not true. Not yet.
When these two aspects are combined - gender-based pricing can be an incentive program
Now we come to the other aspect of the gender based pricing policy. The one where it's a program that promotes equality. In order to level the playing field for everyone, we have decided to offer reduced prices to a group that has fewer opportunities for success in the market - women entrepreneurs.
All services at Torris Branding Agency will be 13% more affordable for women entrepreneurs who have started their businesses within the last two years. This discount will be adjusted every year to reflect the gender pay gap in the European Union.
We hope that over time, we will completely abolish this incentive measure. Because it means that women in the EU will be paid equally to men. And we believe that's how it should be.
