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It’s been a hot minute since I’ve delved into a topic that both holds my heart and fires up my spirit – and recently, this has been brewing at the back of my mind as uni has come to an end for 2024, yet work has stayed consistently busy (it’s a hard pass and no thanks to doing trimester 3 this year – I am going on holidays for Christmas!). Of course, typing this all out and reading up on whether I sound delusional, or the peer reviewed articles also agree with my line of thinking, made this a three-part series, just because of how long it ended up being.
In this first part of my series, I explain the pink tax and why I think flipping the script would be more beneficial – both socially and economically. In the second part of this series, I further expand on my second point of why we should introduce the blue tax (Funding Women-centred Initiatives) and suggest actual initiatives that could be implemented. And in the last part of my series, I suggest ways to implement the blue tax, particularly in our Pacific context.
Of course, this is a disclaimer that these are all suggestions and my personal opinions and ideas, and not in any way representative of my employer or anyone I represent or work for. However, they can also be taken as calls to action if any (or all) would be suitable in our various contexts.
So, what is the ‘Pink Tax’?
The "pink tax" concept refers to the extra amount women are charged for goods and services typically marketed toward them. I touched on this briefly in another blog, but to further explain, this phenomenon has raised significant concerns recently, sparking discussions around gender equity and consumer rights. Many women find that products aimed at them—whether it’s personal care items, clothing, or even services like dry cleaning—often come with a higher price tag compared to similar products marketed to men. This disparity has not only financial implications but also social ones, emphasizing the unequal treatment women face in various aspects of life.
However, what if we flipped the script and explored the idea of a "blue tax," where men are charged more for certain products and services? This concept might initially seem unconventional, but from my perspective as a Pacific woman, I believe this idea warrants a closer look. The traditional roles and expectations placed upon both men and women, especially within the context of Pacific cultures, can benefit from a re-evaluation of how we approach gendered pricing and consumerism.
Here’s why I think implementing a blue tax could lead to positive implications for our society.
1. Addressing Economic Disparities
Studies show that women, particularly in the Pacific region, often earn less than their male counterparts for equivalent work. The financial burden created by the pink tax disproportionately affects women, especially in regions where economic opportunities are limited. According to the International Labour Organization (2020), the gender pay gap in the Pacific can exceed 24%. Implementing a blue tax could work to redistribute wealth in a way that not only uplifts women but also contributes to overall economic equity. By charging men more for products commonly associated with masculinity, the additional revenue could be funnelled into programs that support women’s education, healthcare, and business endeavours, helping to bridge the gender gap in various sectors. The additional revenue could be redirected to initiatives to close this wage gap and support women in the workforce.
2. Funding Women-Centred Initiatives
A blue tax could fund programs to uplift women in the Pacific, including education, health services, and business support. Research published in the Journal of Economic Perspectives highlights that investing in women's economic empowerment leads to broader economic growth (Kabeer, 2015). By charging men more, we can create a fund specifically designed to address women's needs and challenges.
In part two of this series, I will delve into this further and suggest initiatives that Pacific countries could initiate to implement it.
3. Encouraging Shared Responsibilities
Flipping the pink tax to a blue tax can promote a more equitable division of responsibilities within households. When men are charged more for products deemed masculine, it might encourage conversations around equal sharing of household duties—especially regarding childcare and domestic work. Studies indicate that more egalitarian households improve relationships and overall family well-being (Cheryan et al., 2024).
By implementing a blue tax, there’s potential for a more balanced approach to household responsibilities. Often, societal expectations place a larger share of domestic duties on women, while men are perceived as primary earners and decision-makers. When men face higher prices for traditionally masculine products and services, it can lead to discussions in homes about equity in roles and responsibilities. Studies show that family dynamics improve when household duties are shared more equally, and relationships are strengthened. A blue tax could serve as a catalyst for these crucial conversations.
4. Combating Toxic Masculinity
The concept of toxic masculinity has long been discussed concerning emotional expression and mental health among men. Many cultural norms dictate that men suppress their emotions, fearing that vulnerability might undermine their masculinity. A blue tax could encourage men to reflect on their identity, potentially inviting them to seek experiences and products that promote emotional growth instead of adhering to narrowly defined masculine ideals. By framing the blue tax to encourage a richer, more emotionally aware life, we can foster a healthier society where everyone benefits.
Charging men higher prices for certain products could also serve as a counter to toxic masculinity. Research shows that societal expectations of masculinity can hinder emotional expression and vulnerability (Mahalik et al., 2003). A blue tax could be framed to encourage men to embrace a broader range of emotional experiences and behaviours, promoting mental health awareness and opening spaces for dialogue about masculinity.
5. Shifting Cultural Narratives
A blue tax could challenge the existing cultural narratives around masculinity and consumption. Many products marketed toward men—such as aggressive cars, luxury items, and even barbershop services—are often tied to notions of power and status. By increasing the price of these items, we can encourage a cultural shift that moves away from materialism and status, urging men to reconsider what they truly value. This, in turn, can foster a healthier understanding of masculinity that is not solely based on consumer habits but on personal fulfilment and societal contribution.
6. Aligning Pricing with Environmental Impact
Many products associated with masculinity contribute significantly to environmental degradation. For instance, larger vehicles or single-use products targeted towards men often have a larger carbon footprint. A blue tax could reflect the environmental costs associated with these products, incentivizing more sustainable consumer choices. The Intergovernmental Panel on Climate Change (2021) emphasizes the need for collective responsibility in tackling climate change, and a blue tax could serve as a step toward greater accountability.
7. Increasing Awareness of Gender Equity Issues
A blue tax can spark discussions about gender equity in a new light, showing that economic disparities affect everyone and urging men to engage in gender equality conversations. Scholarly work recognizes the importance of fostering awareness about gender issues beyond traditional narratives (Connell, 2005). A blue tax could be crucial in promoting understanding and collaboration between genders.
Conclusion
Thus, all that being said, from my perspective as a Pacific woman, flipping the pink tax to a blue tax offers a unique approach to addressing systemic inequalities and fostering a more equitable society. From funding initiatives that close the gender pay gap to encouraging discussions on masculinity, this concept presents an opportunity for positive change. By charging men more for certain products and services, we can harness the potential of the blue tax to benefit women and men alike, creating a more inclusive and just society. By understanding and exploring these dimensions, we can initiate meaningful conversations and grassroots movements towards more equitable pricing structures that challenge existing norms while supporting the advancement of all genders in society.
The blue tax may seem like an unconventional solution, but it is essential to explore all possibilities in our quest to achieve gender equity and social justice. By championing this idea, we can inspire change that echoes across generations, ultimately leading to a society that values both women and men as equal partners in progress.
References
Connell, R. W. (2005). Masculinities University of California Press. Berkeley, Los Angeles.
Cheryan, S., Lombard, E. J., Hailu, F., Pham, L. N., & Weltzien, K. (2024). Global Patterns of Gender Disparities in STEM And Explanations for Their Persistence. Nature Reviews Psychology, 1-14.
International Labour Organization. (2020). "World Employment and Social Outlook: Trends 2020."
Kabeer, N. (2016). Gender Equality, Economic Growth, And Women’s Agency: The “Endless Variety” And “Monotonous Similarity” Of Patriarchal Constraints. Feminist Economics, 22(1), 295-321.
Mahalik, J. R., Burns, S. M., & Syzdek, M. (2007). Masculinity And Perceived Normative Health Behaviors as Predictors of Men's Health Behaviors. Social Science & Medicine, 64(11), 2201-2209.
Change, I. C. (2013). The Physical Science Basis. (No Title).
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