The latest INSTAT data show a sad reality: men are paid more than women, even though the latter are more educated. Only in 5 out of 36 occupational groups do women receive higher wages. But inequality doesn't just stop at wages. It also extends to products that are created and offered for women and girls, which often cost more just because they are pink. This phenomenon is known as "pink tax".

What is the pink tax?

Although it is called a tax, it is not a true fee imposed by the government. Rather, it is a silent practice used by companies to take advantage of female shoppers. Women's products—even when identical to men's—often command higher prices simply because of packaging, color, or the way they're advertised.

How does it work?

The price differences start with children's products. A pink bicycle costs up to 1000 Lek more than a black one, even though they have the same function. The same logic applies to everyday products: shampoos, razors, towels, even clothes for women are often more expensive than those for men.

And don't forget the ads that convince us: "This is a special shampoo for damaged hair." Actually, if you're reading the composition, it's the same as what your cousin uses, but he gets it for half the price.

But the problem does not stop there. If a product is advertised to women, chances are it will be priced higher. In short, women, who are paid less, end up spending more on ordinary products, often without realizing it.

Because marketing has revealed a bitter truth to us: women are smart but also emotional consumers. "Take this, it's for you!" - and here we buy it, without thinking twice. For companies, it's like playing a game where the rules write themselves.

What can be done?

In Albania, one visit to a shopping center is enough to notice that the pink tax is present. Awareness of this phenomenon is the first step to combat it. Women should demand transparency from companies and make smart choices when shopping.