This Shop Charges Women Less to Reflect the Gender Pay Gap

News. Posted 3 years ago


We all know the gender pay gap exists, we know it’s a problem, and we want something done about it. Well, Less Than 100, a pop-up shop in Pittsburgh, is doing exactly that, by offering female customers a 24% discount on the price they charge male customers, to reflect the gender pay gap that exists in Pennsylvania.

Less Than 100 sells work by female artists who have agreed to sell their product at the discount the store builds into the prices. Less Than 100’s founder, Elana Schlenker, told Refinery 29: “It’s incredible how deeply unconscious biases still permeate the ways in which we perceive (and value) women versus men. I hope the shop’s pricing helps to underscore this inherent unfairness and to create space for people to consider why the wage gap still exists.

“I just keep reading article after article about the wage gap, about how undervalued women are in the workplace, about the underrepresentation of women in company boards of directors, executive positions, and government, and it just blows my mind. This is a small way that I can do something about it, and I think many of the artists involved are coming from a similar place.”

Less Than 100 opened to coincide with #EqualPayDay, April 14th, and will close at the end of the month.

April 14th was chosen as #EqualPayDay because it reflects the amount of extra time women have to work into 2015 to earn the same amount as their male counterparts did in 2014.

The Pew Research Center released some key facts about the gender pay gap in the US on #EqualPayDay, including the fact that on average, women earn 77% of what their male counterparts earn, and that 77% of women and 63% of men believe “this country needs to continue making changes to give men and women equality in the workplace”.

They also created a video that details the key facts:

The statistics are particularly dire in Australia. The gender pay gap is now higher than it was in 1985, with women earning 18.8% less than men, compared with 17.8% less in 1985. The Diversity Council of Australia have created a chart which explains the statistics:


Recently, celebrities have been publically declaring their support for ending the gender pay gap. Patricia Arquette leveraged her acceptance speech at the Academy Awards to discuss gender pay inequality, while comedians like Sarah Silverman, Jon Stewart, Kristen Schaal and Jimmy Fallon have all used satire to expose the ridiculous nature of the gap.

Via Refinery 29

Liked this? Read these articles about the gender pay gap:

1) The 3 Funniest Moments That Expose the Gender Pay Gap

2) Here are the Highest Paid Actors in Hollywood

3) Patricia Arquette Elaborates on Oscars Speech at UN Event

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