By Valentina Zarya
April 4, 2017

Brands are getting creative about getting to equal.

Tuesday, April 4th marks the day in 2017 until which American women would have to work to earn as much as their male counterparts did in 2016. On this day—known as Equal Pay Day—some companies are shining a light on what exactly the wage gap is and what it means for women’s lives. Some are offering discounts, others are spreading awareness, and still others are finding creative ways to help women ask for more.

The perks are available to customers of both genders, driving home the fact that it’s not just women who benefit from equal pay: Closing the gap would add $513 billion in new income to the U.S. each year, according to the Institute for Women’s Policy Research.

Discounts

Women’s energy bar maker LUNA is offering 20% off all LUNA Bars sold on lunabar.com all this week and is matching the discount amount with a donation of up to $100,000 to fund salary negotiation workshops in partnership with the American Association of University Women.

Lyft, continuing to attempt to distinguish itself from Uber, is donating 20% of ride fares on Equal Pay Day to organizations that serve women and families. Procter & Gamble (pg) is offering a rebate on its products through the end of the month and will be promoting the importance of equal pay to 46 million U.S. households through a direct mail campaign.

Additionally, nearly 300 local business around the country are offering 20% discounts to all customers in-store.

Promotions

Salesforce (crm) provided a donation for in-store signage, online advertising, and local events to support the national rollout of #20PercentCounts, a campaign sponsored by the Sheryl Sandberg-founded nonprofit Lean In to highlight the wage gap. Brit & Co, Facebook, Google, Instagram, LinkedIn, Twitter, and YouTube are all helping get the word out.

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Guides

Subscription beauty service Birchbox has created a guide for women on how to ask for a raise. As the company’s founder and CEO Katia Beauchamp put it in a statement accompanying the release: “Asking for a raise is challenging, but it really comes down to the details of the approach: the timing of it, the reputation and relationship that you have with the people you’re speaking to, and the self-awareness.”

The annual #Ask4More campaign from millennial career site Levo provides advice on salary negotiations and first person stories of people who’ve successfully asked for a raise.

Meanwhile, Glassdoor has released a new step-by-step employer guide to audit pay data. Any employee can bring the guide to their employer to easily determine if their company pays equally for equal work.

Last, but definitely not least, career site The Muse, professional community Ladies Get Paid, chatbot builder Reply.ai, and salary tracker PayScale have teamed up to create an “equal pay chatbot.” Based on Cindy Gallop, the British advertising consultant and creator of MakeLoveNotPorn, the bot (which can be found by searching “ask Cindy Gallop” on Facebook) guides users through the practicalities of asking for more money. One piece of advice: “…ask yourself WWASWGD? What Would A Straight White Guy Do? Do that.”

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