Gender Equity and Inclusion have been a major issue for consumers for a very long time. The pink tax is something which has become very obvious with online shopping, and there is no data available which allows everyone to avoid paying a pink tax when purchasing products and also patronizing companies which have better gender inclusion policies


Researchers in gender inequality often point to what’s known as the “pink tax,” a price discrepancy that calls out products and services marketed to women that cost more than identical or nearly identical versions marketed to men. Academic studies, government studies, and women going about their daily lives have encountered many instances of products marketed toward women that cost more than nearly identical products targeted toward men—and far fewer examples of the opposite. Equify aims to address this issue by informing the user of the potential pink tax they will incur before buying a certain product, and displaying alternatives which may not incur this additional expense.

The Human Rights Campaign Foundation’s Corporate Equality Index is the national benchmarking tool on corporate policies, practices and benefits pertinent to female and LGBTQ+ employees. This data was surveyed from 1142 companies across the US and includes most of the top fortune 500 companies. This data (CEI score) was collected for 2020 and 2021 and is available online in PDF format.

What it does

Equify is basically a Chrome Extension that pulls data about products on a page that a user is viewing by enquiring our backend service (cloud serverless function / app engine) to get the top 20 products matching the key term from the Google Shopping API. The system then modifies the key phrase to search for gender-specific queries related to the keywords. Then the median prices of the results are calculated to form the basis of the pink tax. A list of alternative products is then shown to the user, along with the gender inclusivity scores (CEI scores) of the product seller/manufacturer.

The CEI scores were obtained using python to scrape the PDF of the HRC CEI annual report and isolating the individual company scores, and storing this in JSON for use by Equify

Technologies used:

  • Javascript
  • Python
  • Google Search Shopping API
  • SERP
  • Google Cloud serverless functions
  • Google Cloud App Engine

How I built it

CEI Data

Challenges I ran into

  • CEI Data is limited
  • Calculating pink tax

Accomplishments that I'm proud of

Getting it to work

What I learned

Pink Tax is very high on shampoo.

What's next for Equify

Include more products

Built With

Share this project: