Pink beer for the girls – using marketing to highlight the gender pay gap
Karen Lloyd Marketing, Salaries
In March up and coming brewing company BrewDog announced that it was re-packaging its main IPA to a lurid pink (not the first company who has implemented such a tactic to appeal to the under-tapped female market).
However, BrewDog known for its innovative and disruptive marketing had another goal. This short-term campaign was launched to highlight gender pay inequality, and the repackaged product sold to “those who identify as women” for a fifth of the normal price (it’s worth noting they donated all proceeds from the campaign to the Women’s Engineering Charity).
It was an interesting tactic, received with varying views. To some, a cynical marketing ploy, to others, a clever and sarcastic send up of lazy marketing efforts to women. Others felt it too tongue in cheek for such a serious issue. Whatever your view, and whether it was successful from the businesses perspective judging by your usual marketing and financial KPI’s, it has once again bought focus back to the thorny issue of gender pay equality.
Promisingly, the issue of gender with the #MeToo campaign along with pay equality remains firmly on the agenda, helped by the April deadline for reporting gender pay gap figures bringing accountability to large British businesses for the first time.
Where does marketing stand when it comes to the gender pay gap?
Marketing is by no means immune to gender pay disparity. The ONS’ last Annual Survey of Hours and Earnings put the average pay gap for marketing associate professionals at 17.4%, exceeding the UK average of 14.1% for full time female workers.
What specialism you work in, which industry and at what level all has a role to play in the degree of disparity, next week take a look at B2B and B2C and notable industries where the marketing gender pay gap is more prevelant.