The issue of the ‘pink tax’ affecting female hygiene products has become a concern for Toronto Metropolitan University (TMU) students facing financial constraints in a city with a high cost of living. This discriminatory pricing strategy on women’s products has prompted students to seek alternatives to alleviate the financial burden.
Defined as gender-based price discrimination, the ‘pink tax’ has disproportionately impacted students like Angel Pham, a fourth-year business management student, who struggles to afford essential items amid rising expenses. Pham, like many others, feels the strain of additional costs on top of tuition and living expenses, emphasizing the unnecessary financial stress caused by inflated prices.
Similarly, Celina Qumsieh, another business management student, has resorted to purchasing men’s products due to their perceived better quality and lower cost compared to women’s equivalents. Studies have shown that personal care products marketed towards women are often priced higher than men’s products, highlighting the prevalence of the ‘pink tax’ in the retail sector.
Research conducted by the New York City Department of Consumer Affairs and Parsehub has revealed significant price disparities in various product categories, with women paying considerably more for everyday items like deodorant and shampoo. This pricing discrepancy stems from marketing strategies that position women’s products as premium or luxury items, influencing consumer perception and purchasing behavior.
Jenna Jacobson, an associate professor at the Ted Rogers School of Management (TRSM), shed light on the marketing tactics used to justify the ‘pink tax,’ emphasizing the role of branding and packaging in creating perceived value. With women being a key demographic in consumer markets, companies often exploit gender stereotypes to promote higher-priced products targeted at female consumers.
Increasing awareness among female students, such as Natalia Sulek, a second-year retail management student, has led to a critical examination of marketing practices and pricing strategies. Sulek’s understanding of retail dynamics has enabled her to discern misleading branding tactics employed to justify the elevated costs of feminine hygiene products.
Boost Her TMU, a student group dedicated to empowering women, has taken proactive steps to address the affordability of menstrual hygiene products by organizing initiatives like the period purse drive. Through partnerships with sustainable period care brands, like Joni, student societies have been able to provide free access to essential products, alleviating financial burdens for female students.
Efforts by organizations like the Ted Rogers Students’ Society (TRSS) to offer free pads and tampons through campus dispensers have significantly improved access to feminine hygiene products for students. By leveraging social media platforms to raise awareness about the ‘pink tax’ and advocate for gender equality in pricing, consumers are challenging discriminatory practices and demanding transparency in product pricing.
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