PINK TAX: WHERE PATRIARCHY AND CAPITALISM JOIN HANDS

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Have you ever gone to a salon for a simple haircut and ended up paying almost twice or thrice more than what your male counterpart did for his fancier, more intricate style cut? Or have you ever just had to pay more for a different colour of the exact same product be it a pink top, razor or even a basic pink bottle of shampoo. Chances are that almost all of you must have encountered this at least once. So why does this happen? Maybe because shades of pink are so soothing and pleasing that it simply deserves the extra 500? Or maybe because it is a way of perpetuating the centuries-old financial inequalities that exist between men and women.

This phenomenon of overcharging seemingly “feminine products” has been hidden under an alluring name called the pink tax. The pink tax is a discriminatory practice wherein products that are directed more exclusively towards women are costlier than those for men. Plainly, things associated with women are of a higher price. This can include clothing, accessories, personal care items, toys and even extends to services like salon appointments.
This gender tax is an economic burden that has been imposed on women for a long time. It is complementary to the already existing gender pay gap between men and women. It creates an economy where women are forced to pay for overpriced goods with their underwhelming salaries.  This is precisely where the centuries old patriarchal institution joins hands with capitalism. I mean what makes more sense than to finally create women-friendly workplaces after years of demands and protests- only to invite them in, make them work just as hard (or arguably twice as hard), underpay them and ultimately force them to spend all their money on monthly necessities.
Historically speaking, women have always had lesser wealth than men because of the centuries-long impositions and limitations to their freedom. Younger generation women struggle to compensate for this but with a patriarchal economy such as ours, there is only so much that they can do. Due to the gender wage disparity that is still prevalent, the work done by the employees isn’t nearly as important as their sex. Further, occupational differentiations on the basis of gender also contribute to a difference in the earnings. In a manner of speaking, the pink tax serves as a flag bearer for the patriarchal economy as it now adds to this financial burden, by forcing women to pay extravagant amounts for any and all types of products and services, even extending to the healthcare arena.

For years now, certain cultural factors have played a role in ensuring that the concept behind the imposition of this tax is maintained. It is no secret that certain institutions within our culture have systematically ingrained within us, the conventional beauty standards for women. Lucky for companies that thrive on monetary exploitation, these beauty standards have been internalized by men and women alike in almost every generation, eventually leading to the sustenance of this discriminatory practice. This vicious circle of internalized expectations, monetary exploitation and the burdens that follow, is precisely the essence of the pink tax.

The real cost of this tax has more than just financial implications. It has the potential of ruining one’s mental health. Imagine working hard day and night, constantly committing to work, usually while managing a family side-by-side, only to realize that the systems of our economy are all categorically working against you to exploit your money as much as possible. Not only will it eventually power down your productivity, but also sense of esteem. It adds to a powerlessness, felt more by working women of the middle or lower class, who are constantly pushed to a brink, having to prioritize their health-related necessities in a manner that also leaves some savings for the future.
 
About the Author:
Namrata Oak,
First Year, Member, PsyCreative Column
Namrata is a 17 year old student pursuing psychology in NMIMS. She will willingly give up her beauty sleep to read thriller novels.  She adores dogs and stops after every 50 meters to pet one. She is all about travelling to places and trying to accommodate and understand their culture so if you ever have an extra ticket she should be the first person you call.

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