How gendered pricing can hurt your business | Crunch Blog

Nobody enjoys a price hike. From concert venues extorting £10 drinks from their captive audiences, to Martin Shkreli’s infamous 5,000% drug price increase, hiking up prices just because you can is unfair to customers, and often ends up disproportionately impacting a specific group. Every small business has to make a profit, and structuring your pricing fairly is an important part of that process.

What does this disproportionate impact look like in practice? A recent study by The Times found that some businesses charged 37% more for products marketed towards women which had identical male counterparts. Put simply, the manufacturers charged women more for the same product – just because they could.

Along with the tampon tax and gender pay gap, it seems that women are being overcharged and underpaid across the board. Do we as women need to be more aware of these cunning marketing ploys? Or do businesses just need to cut the nonsense and realise that gender-specific products and pricing plays no part in 2016?

Bic; c’est chic?

Already known for getting themselves in hot water by marketing a selection of “for her” pens with the slogan “Look like a girl, act like a lady, think like a man, work like a boss”, French company Bic seem reluctant to learn their lesson. Bic were selling their pink Classic Lady one-blade razor at £1 more than the standard gender-neutral orange one-blade razor across retailers in the UK.

Another guilty party comes in the form of sports behemoth Nike. Starting price for a women’s football boot? £125. The male equivalent? A mere £29.99. And it’s not just UK women that are being hit hard by gendered pricing – a New York study of over 800 product lines found that, on average, women were charged 7% more than for a similar “male” product. Belinda Phipps, chair of feminist campaign group the

Fawcett Society, says:

“Gendered products are just a way of extracting more cash from you, it seems.”

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How gendered pricing can hurt your business | Crunch Blog.