A phenomenon has come to be referred to as the "pink tax" – wherein goods and services targeting women often are more costly than their comparative or identical equivalents. This unequal cost, with women usually bearing a greater burden for goods and services that are essentially the same as those provided to men, has become a worldwide point of growing criticism. Though the "pink tax" concept is widespread worldwide, including in Pakistan, it has gained much attention in the US and the UK.
The pink tax can be witnessed in some forms of consumer goods and service provisions in Pakistan. Although it may not be recognised or publicised as much as in Western countries, in Pakistan, women often pay extra for clothes, personal care commodities, and even dry-cleaning or medical supplies.
At first glance, the pink tax seems to be a minor irritation; however, over time, it has a huge impact on women's financial security
Such price disparities often are predicated on cultural assumptions of gendered marketing rather than on any difference in the cost of production or quality that could be perceived. The cost of personal hygiene goods is a typical example of the pink tax in Pakistan. Women's products, which include deodorants, shampoos, and razors, are typically more expensive than men's, though they contain and work in the same way. So, in terms of skincare and hygiene, gendered branding and packaging may have led to a higher price just because they are marketed as “for women.”
These price differences in Pakistan do not apply just to personal hygiene items; they also exist for apparel. Although the fabrics and styles of women's apparel are similar to those of men, such things as coats, shirts, and trousers are often more expensive. The markup for women's fashion is much larger in retail stores and branded outlets.
One of the main causes of the pink tax is the gendered marketing of consumer products. Similar to many other countries, Pakistan has a very long history of gender-specific product marketing. Companies use gendered strategies in order to boost sales by providing different product lines for both men and women, which are the same in terms of quality and functionality. The stereotypes and social expectations have it that women are bound to buy items marketed towards them, even if they are pricier. This strategy caters to these assumptions.
Similar to this, even while women's personal care products share the same utilitarian purpose with their male counterparts, their packaging may contain 'feminine' elements such as fragrances or textures. Even when the true cost of manufacture stays the same, the higher price tag frequently reflects the 'extra value' of these features. At first glance, the pink tax seems to be a minor irritation; however, over time, it has a huge impact on women's financial security. In a country like Pakistan, which has a long way to go regarding gender equality in economic participation, the additional burden that comes with the pink tax increases existing gender gaps. Already dealing with salary disparities and scarce economic opportunities, women now suffer an added financial burden of the pink tax.
The gender pay gap is one of the most researched problems in Pakistan. The extra cost of products targeted toward women in Pakistan makes the pay gap between men and women for the same labour even wider, as several research and surveys reveal. Over time, such extra expenses can accumulate, disproportionately affecting women's ability to invest or save for the future. The aggregate impact of the pink tax might further reinforce the economic gap between women and men, thus obstructing general progress toward equality between genders.
There is a widespread assumption that the demands of women are inherently different and more costly than those of men – no matter what the situation. Besides upholding the stereotypes based on gender, this assumption also leads to a tendency to overlook different financial constraints that women may be subject to. The pink tax further limits women's economic freedom in Pakistan, because most of them still depend on family income or are constrained by their inability to attain economic independence.
The pink tax problem in Pakistan can possibly be addressed through legislative reforms, together with consumer education. Although the pink tax per se is not covered in specific law-making, consumer rights groups and gender advocacy groups will be key in raising awareness concerning gendered pricing for goods and services. Such groups ask for more transparency about marketing and sales, and propose more reasonable prices for certain goods and services as part of their argument.
Some regulatory actions may solve the problem by using fair pricing guidelines. Government agencies should pass legislation requiring price parity between gendered versions of similar goods and services, so that women are not burdened with higher pricing for comparable items. In addition, education programs for businesses and customers may reduce the incidence of gendered marketing and increase the importance of gender parity in pricing.
Competition in the market is also necessary. Firms often make money from a lack of competition in the market when women's goods are more expensive. A fairer market can be achieved by forcing companies to reduce the differences between the prices of men's and women's products. Unisex versions of products from firms could be an option, thus eliminating the concept of gendered pricing.
Pakistan can begin to bridge economic gaps between men and women in the marketplace by advocating fair pricing, opposing gendered marketing tactics, and forcing companies to have more equitable pricing arrangements. Through this, Pakistan will advance the objective of full gender equality while ensuring more economic justice.