Equal pay for equal work should hardly be a novel concept in North America in 2017 but the onslaught of sexism brought on by a presidential campaign and new administration have proven that the movement for equality has been at a standstill for longer than we’ve thought.
Audi USA has responded to gender inequality with the release of their Super Bowl LI commercial “Daughter”, showing their commitment to equal pay and to ending the gender wage gap. Watch the commercial Below.
The ad beautifully addresses the issue in a perfect platform where the audience is predominantly male, however as Mic points out in a tech article, the advertisement fails to address the even larger gender wage gap that exists for women of colour in North America.
After the release of the commercial, Audi tweeted “Women are still paid 21% less than men. As a brand that believes in progress, we are committed to equal pay for equal work. #DriveProgress.” While it’s noble for the company to acknowledge the wage gap and commit to equal pay, the statistic is not accurate to all groups of women as black women typically make only 65 cents of a man’s dollar and Hispanic women only 58 while white and Asian women are making on average 78 cents on the dollar, according to a Pew Research Centre study.
Intersectional feminism acknowledges inequalities faced across all races but realizes that these hurdles can bemore difficult to climb for some groups than others. The statistic that women make 21% less than men while unfair, ignores a huge demographic inequality that needs to be given the same importance and agency as the gap for white women is given.
The wage gap has long been a source of contention in North America with many suggesting it’s a lie and inaccurate when factoring in paid time off, weekly hours worked, annual bonuses and child care benefits. Companies like Audi making efforts to represent groups affected by inequality while simultaneously under-representing millions of people in its process shows how it is still a relevant movement that needs adjusting to further inclusion.