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If you don't know what the 'pink tax' is, this Burger King ad is a great place to start.

These women really, really weren't having it.

A man and woman walk into a Burger King. They order the same exact thing but pay two very different prices.

That's the premise of Burger King's new "Chick Tax" video. The hidden-camera video shows women's reactions when they're told that it'll cost them $3.09 for an order of Chicken Fries versus the $1.69 the man with them just paid.

Needless to say, many of the women in the video aren't happy about having to pay an extra $1.40 for the same product in pink packaging labeled "Chick Fries" — and rightly so. Ridiculous, right? Yeah, Burger King thought so too.

[rebelmouse-image 19497297 dam="1" original_size="500x281" caption="GIF via Burger King/YouTube." expand=1]GIF via Burger King/YouTube.

"Chick Fries" aren't a thing, but there are a bunch of situations just like that everywhere you go. People call it the "pink tax."

The next time you're at the pharmacy, compare the cost of men's and women's razors. Maybe there's a slight difference? OK, now go into a store and check out the cost of a boy's T-shirt compared with a girl's — same material, same brand, and so on. The one aimed at girls might be a little more expensive. The same goes for any number of items.

In 2015, New York City's Department of Consumer Affairs compared 800 different products and their costs. What they found was that when comparing two obviously gendered versions of products (for example, a pink and blue disposable razor), women paid an average of 7% more than men. They looked at everything from toys to clothing to toiletries to senior home health care products. The "pink tax" was real, and it spanned the marketplace.

A view of the gift bag during the Ax the Pink Tax Panel in April 2018 in New York. Photo by Monica Schipper/Getty Images for Refinery29.

People have been trying to bring attention to the pink tax for years. For example, in 2017, Cards Against Humanity released "Cards Against Humanity for Her," describing it as "exactly the same as the original Cards Against Humanity game, but the box is pink and it costs $5 more."

Both Cards Against Humanity (who donated the extra cash made from people who actually bought the pink version of the game) and Burger King are just trying to make a point about how ridiculous it is for brands to present products as "for her" when the only difference is a change in color and maybe a cute and catchy slogan about empowerment or whatever. But this is actually what companies do. Why do we put up with it?

In some cases, like razors, there's really no reason women shouldn't feel comfortable stocking up on the men's version of things when they're cheaper. In others, like clothes, that may need to be tailored differently based on body shape, it's a little harder.

Some members of Congress are trying to pass a pink tax repeal.

In April, Rep. Jackie Speier (D-California) and 27 of her colleagues introduced the Pink Tax Repeal Act, a bill that would prevent stores from pricing services or products from the same manufacturer differently based solely on the gender of the people being marketed to. While Speier was able to pick up three additional co-sponsors, the bill has more or less languished in committee since its introduction.

That's where you come in. Burger King's ad ends by asking viewers to call their members of Congress to urge action on the Pink Tax Repeal Act. Getting this bill through Congress and signed into law is an extreme long shot. Even so, this is an issue worth supporting. Charging people different prices based on their gender isn't OK when it's an order of Chicken Fries, and it's not OK when it's anything else either. Call your members of Congress today.

Watch Burger King's "Chick Fries" ad:

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Connections Academy
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Parenting

Finding hope, healing and help to support youth mental health

Connections Academy

Wylee Mitchell is a senior at Nevada Connections Academy who started a t-shirt company to raise awareness for mental health.

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Teens of today live in a totally different world than the one their parents grew up in. Not only do young people have access to technologies that previous generations barely dreamed of, but they're also constantly bombarded with information from the news and media.

Today’s youth are also living through a pandemic that has created an extra layer of difficulty to an already challenging age—and it has taken a toll on their mental health.

According to Mental Health America, nearly 14% of youths ages 12 to 17 experienced a major depressive episode in the past year. In a September 2020 survey of high schoolers by Active Minds, nearly 75% of respondents reported an increase in stress, anxiety, sadness and isolation during the first six months of the pandemic. And in a Pearson and Connections Academy survey of US parents, 66% said their child felt anxious or depressed during the pandemic.

However, the pandemic has only exacerbated youth mental health issues that were already happening before COVID-19.

“Many people associate our current mental health crisis with the pandemic,” says Morgan Champion, the head of counseling services for Connections Academy Schools. “In fact, the youth mental health crisis was alarming and on the rise before the pandemic. Today, the alarm continues.”

Mental Health America reports that most people who take the organization’s online mental health screening test are under 18. According to the American Psychiatric Association, about 50% of cases of mental illness begin by age 14, and the tendency to develop depression and bipolar disorder nearly doubles from age 13 to age 18.

Such statistics demand attention and action, which is why experts say destigmatizing mental health and talking about it is so important.

“Today we see more people talking about mental health openly—in a way that is more akin to physical health,” says Champion. She adds that mental health support for young people is being more widely promoted, and kids and teens have greater access to resources, from their school counselors to support organizations.

Parents are encouraging this support too. More than two-thirds of American parents believe children should be introduced to wellness and mental health awareness in primary or middle school, according to a new Global Learner Survey from Pearson. Since early intervention is key to helping young people manage their mental health, these changes are positive developments.

In addition, more and more people in the public eye are sharing their personal mental health experiences as well, which can help inspire young people to open up and seek out the help they need.

“Many celebrities and influencers have come forward with their mental health stories, which can normalize the conversation, and is helpful for younger generations to understand that they are not alone,” says Champion.

That’s one reason Connections Academy is hosting a series of virtual Emotional Fitness talks with Olympic athletes who are alums of the virtual school during Mental Health Awareness Month. These talks are free, open to the public and include relatable topics such as success and failure, leadership, empowerment and authenticity. For instance, on May 18, Olympic women’s ice hockey player Lyndsey Fry will speak on finding your own style of confidence, and on May 25, Olympic figure skater Karen Chen will share advice for keeping calm under pressure.

Family support plays a huge role as well. While the pandemic has been challenging in and of itself, it has actually helped families identify mental health struggles as they’ve spent more time together.

“Parents gained greater insight into their child’s behavior and moods, how they interact with peers and teachers,” says Champion. “For many parents this was eye-opening and revealed the need to focus on mental health.”

It’s not always easy to tell if a teen is dealing with normal emotional ups and downs or if they need extra help, but there are some warning signs caregivers can watch for.

“Being attuned to your child’s mood, affect, school performance, and relationships with friends or significant others can help you gauge whether you are dealing with teenage normalcy or something bigger,” Champion says. Depending on a child’s age, parents should be looking for the following signs, which may be co-occurring:

  • Perpetual depressed mood
  • Rocky friend relationships
  • Spending a lot of time alone and refusing to participate in daily activities
  • Too much or not enough sleep
  • Not eating a regular diet
  • Intense fear or anxiety
  • Drug or alcohol use
  • Suicidal ideation (talking about being a burden or giving away possessions) or plans

“You know your child best. If you are unsure if your child is having a rough time or if there is something more serious going on, it is best to reach out to a counselor or doctor to be sure,” says Champion. “Always err on the side of caution.”

If it appears a student does need help, what next? Talking to a school counselor can be a good first step, since they are easily accessible and free to visit.

“Just getting students to talk about their struggles with a trusted adult is huge,” says Champion. “When I meet with students and/or their families, I work with them to help identify the issues they are facing. I listen and recommend next steps, such as referring families to mental health resources in their local areas.”

Just as parents would take their child to a doctor for a sprained ankle, they shouldn’t be afraid to ask for help if a child is struggling mentally or emotionally. Parents also need to realize that they may not be able to help them on their own, no matter how much love and support they have to offer.

“That is a hard concept to accept when parents can feel solely responsible for their child’s welfare and well-being,” says Champion. “The adage still stands—it takes a village to raise a child. Be sure you are surrounding yourself and your child with a great support system to help tackle life’s many challenges.”

That village can include everyone from close family to local community members to public figures. Helping young people learn to manage their mental health is a gift we can all contribute to, one that will serve them for a lifetime.

Join athletes, Connections Academy and Upworthy for candid discussions on mental health during Mental Health Awareness Month. Learn more and find resources here.

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