Inequality pays

Women can expect to pay less at Elana Schlenker’s not-for-profit craftwork store, where an innovative pricing structure takes a stand against gender inequality in the US. 

Less Than 100’s pricing reflects the current average wage gap in Pennsylvania, where women are paid 76 cents for every dollar a man earns for the same job, while all proceeds are used to fund its featured artists. ‘I don't think anyone should be discriminated against, but the wage gap is a pervasive problem and we need to recognise the ways in which our (often unconscious) biases are perpetuating it. I hope the shop sparks conversation around the issue,’ says Schlenker. The travelling pop-up will be open until the end of the month and then move to New Orleans ready for autumn 2015.

The Big Picture: In the next few years brands will increasingly make political statements and take a stand for the good of their consumers. Read our Brandstanding microtrend for more.