Gender Pricing

Dr. Christine Whelan, Clinical professor in the Department of Consumer Science at the University of Wisconsin- Madison. Products marketed for women or girls are priced higher than virtually identical products for men. Accordingly in one study by the New York Department of Consumer Affairs, personal care products marketed to women cost an average of 13 percent more than equivalent men's products,  8 percent on adult clothing, 4 percent on children's clothing, 7 percent on toys and accessories, and 8 percent on home health care products and products for seniors. One study estimated that these hidden cost, or “pink tax” can cost women nearly $1,400 a year. So why are they products marked up for women? And what is being done to even the cost? Dr. Whelan explains.