Sheryl Sandberg and her Lean In circles have organized the #20PercentCounts campaign to give female consumers a discount on Equal Pay Day, April 4. This holiday created by feminists supposedly marks how far women must work in 2017 to earn what men did in 2016. The campaign is based on the idea that if women make 20% less than men, they should pay 20% less for purchases.
Charging women less in relation to equal pay is not a new idea. Back in 2015, the Way Station bar in Brooklyn sold drinks to women at a 23% discount. This year, two businesses in Richmond, Virginia are offering 21% discounts—Brewer’s Café is giving discounts to women, while Chop Suey Books is giving discounts to all customers.