While these explanations are important, they overlook a key fact: women are a vital part of Pakistan’s consumer base. Whether they earn their own money or rely on others, women significantly influence the economy through their spending decisions. From buying groceries and clothing to home appliances and even spices, women shape the demand for goods across the country.
But there’s a problem. Despite their crucial role as consumers, many women lack the autonomy to make their own purchasing decisions. Even when they are earning their own money, it’s common for their income—especially if they are in low-paying jobs like domestic work, sales, or waitressing—to be handed over to the male "head" of the family. This leaves them without control over their own finances, even though they may be the primary household shoppers. Some men, even if well-meaning, may also view the marketplace as too complicated or risky for women to navigate on their own.
So, how can we empower women to take charge of their spending and engage more independently in the marketplace? While shifting mindsets might take time, adopting gender-friendly policies in the marketplace could be a more immediate solution. Treating male and female consumers the same in a highly gendered society like Pakistan can actually reinforce dependency on men and perpetuate inequality. Instead, we should recognize that women may have different priorities and needs when it comes to purchasing decisions and tailor rules accordingly.
Traditional economic models assume that consumers are rational decision-makers, always seeking the lowest price and fully informed about the products they are buying. However, these models often fail to consider the non-price factors that may influence a woman’s decision, such as the quality, prestige, and brand value of a product. For women, the idea of “welfare” doesn’t just mean getting the cheapest deal—it’s also about ensuring the right fit for their family’s needs and personal preferences. Moreover, women often receive second-hand information about products through advertisements, rather than directly from the marketplace, which can create an information gap between them and male consumers.
Pakistan's consumer protection and competition laws don’t address these gender-specific issues either. The law of contract, for example, applies equally to men and women, without considering the social and economic power imbalances that affect women’s market dealings. Similarly, consumer protection laws assume both men and women are equally capable of assessing product quality, ignoring the fact that women might need additional support or simplified processes to resolve product-related concerns.
It’s also worth noting that competition law in Pakistan doesn’t pay special attention to sectors that have a disproportionate impact on female consumers, such as beauty, fashion, and jewelry. If policies were more gender-sensitive, they could ensure that women’s needs and interests are better protected in these industries.
Would creating female-friendly marketplace rules solve all the problems? Maybe not. However, as more businesses, manufacturers, and advertisers recognize the importance of women as consumers, they may begin to adjust their strategies to cater to this large and influential group. Over time, these changes could help shift the deeply rooted patriarchal attitudes that often prevent women from gaining financial autonomy and independence.
Ultimately, by empowering women as consumers, we may not only boost their economic participation but also take a significant step toward breaking down the gender barriers that still exist in Pakistan’s society.
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