Find Out Where Your Dollar Is Really Going With Gender Fair


Feb. 17 2021, Published 2:30 a.m. ET

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Shopping online has become the most reliable way to shop in light of COVID-19 and trying to remain safe while still supporting some of your favorite businesses. In fact, many companies have thrived socially and financially online, and have depended on the dollar of the people to keep their businesses afloat.

As tempting as it is to add yet another item to your Amazon shopping cart that you probably don’t need, have you ever wondered where your dollar is actually going and if the company you supported deserves your coin? Those leggings you purchased last week may come from a company that lacks in the area of equality and diversity, but your investment keeps their business thriving.

Here’s an innovative app to educate yourself as to where your money should be going.

Introducing: Gender Fair Mobile App

Gender Fair is an organization that works to accelerate equality and with their mobile app they are able to supply customers with the knowledge to decide where they should spend their money, and more importantly where it will be valued.

When applying for an employment opportunity it’s likely you will come across the companies commitment to gender equality and diversity in the workplace. Gender Fair’s Mobile App gives you real statistics and data as to how those companies may or may not be fulfilling those promises.

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Working The App

After downloading the free app and creating a profile you’ll instantly have access to all the app has to offer. If you’re shopping in a store or online you can either scan a logo to generate the app’s rating of gender fairness from zero to 100.

There are also several categories to browse and find everyday brands from shopping at Target, to banking with CitiBank, or Keebler snacks. When clicking on the brand of your choice you’ll be provided with the scoring of leadership and opportunity, employee policies, social responsibility, and more.

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 What Should Gender Equality Look Like?

“Purchasing products from companies that are gender equal will increase profit for diverse companies and encourage other companies to review their internal structure to become a gender-equal organization,” Gender Fair CEO Johanna Zeilstra said.

According to a McKinsey study on women in the workplace, “research shows that women are underrepresented at every level, and women of color are the most underrepresented group of all, lagging behind white men, men of color, and white women.”

Gender equality is too easily overlooked and not often acknowledged as a fundamental human right. Supporting companies and organizations that focus on addressing gender equality helps to educate us on how we can do our part to bridge the gap. Men and women can understand how gender inequality exists and help to address unconscious biases that form a roadblock to equal opportunity.

All hope is not lost if you find out one of your favorite brands is not exhibiting proper gender equality. The Gender Fair mobile app suggests alternatives to invest in and help support the brands that work to bridge the gap.

The next time you want to buy your favorite foundation from MAC Cosmetics, be sure to reference the Gender Fair app to make sure your dollar is going to the right company. Maybe you’ll find a better-priced foundation at a company that also actively does the work to promote gender equality. That sounds like a good deal to me.

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By: Chanel Stewart

Chanel Stewart is a graduating senior attending Spelman College. In May 2021, she will receive her bachelor’s degree in English and she plans to become a journalist upon graduating. Chanel enjoys dancing, traveling, and spending time with her family and friends. She hopes to receive her master’s degree soon in journalism and one day have her own successful magazine for black artists and creatives.

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