To highlight the prevalence of the wage gap between men and women, Maclean's magazine is asking men to pay 26% more for its latest issue.
The newest Maclean's magazine has been created with two different covers, including one that states women will pay $6.99—regular price—while a second cover sheds light on "26% gap between full-time wages paid to men and women in Canada" by asking men to shell out $8.81 for the publication.
Over the years, particularly on Equal Pay Day in April, a number of stunts have emerged to shed light on income inequality around the world. Like Maclean's, others have created everything from imbalanced cakes to coloring books to remind of the pay gaps that persist across multiple industries between male and female employees.
Image Credit: Maclean's
Key Themes Behind This Trend
- Gender Wage Gap Awareness
- Creating awareness about the gender wage gap by implementing price differences based on gender.
- Innovative Pricing Strategies
- Using unique pricing strategies to shed light on social issues and initiate conversations.
- Publicity Stunts for Social Change
- Employing attention-grabbing tactics to bring attention to social inequalities.
Where This Applies
- Publishing
- Opportunity for magazines and publishers to adopt creative pricing models to raise awareness on social issues.
- Gender Equality Advocacy
- Advocacy organizations can utilize innovative techniques to draw attention to gender pay gaps in different industries.
- Marketing and Advertising
- Opportunity for marketers and advertisers to devise impactful campaigns centered around social issues, generating buzz and brand recognition.
