Women's salaries are lower, and their expenses are higher. Here's how to push back

"I always tell women and nonbinary folks: Feel free to buy the cheaper products that are marketed toward men for yourself," said Kara Pérez, founder of financial education company Bravely Go. "Obviously, that's not working on a systemic level, but that's what will put more money back in your pocket and allow you to bypass some of the marketing overcharging, some of that pink tax."

Pushing back can also include opting out of social norms for personal appearance, Pérez said. This isn't always possible — for example, white women might have more leeway to experiment with different hairstyles in the workplace than women of color — but for those able to take a different approach, she said, "a rising tide lifts all boats."

"Where and when you can, according to your privilege, according to your workplace, according to your personal level of safety, opting out of norms that are harmful to you is really, really powerful," Pérez said.

Find your uniform

Anne Kadet, the New York City-based creator of the Substack newsletter Café Anne, simplified her wardrobe in stages. First, she wore only dresses. Next, she wore one dress, but in different colors. Finally, she settled on a uniform: the same outfit every day, with minor seasonal changes.

That was five years ago. Not only has she saved money, she said, but the simplicity of dressing every day has extended to the rest of her life.

"I try to put all my creative energy into my writing and my art," Kadet said. "Some people, their outfits are how they express their creativity. I respect that a lot. But not me. I had to make some choices."

For those who'd like their wardrobe to be more expressive, consignment shopping is a cost-effective, environmentally-friendly option that avoids the dizzying churn of new trends, Dilts said. Taking good care of clothing items helps them last, she said, and when a piece doesn't work anymore, re-consigning it can be an option.

Though clients have different needs — maybe they struggle to find clothes that fit or are navigating a gender transition and preparing to come out at work — the goal is for people to feel authentic in their clothes, she said.

"If you feel like you are showing up as your best self, then that confidence just comes from within you," Dilts said, "and so then that's what others see."

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