On average, women are paid 22% less than men for the same job title. This branded experience is a concept to get this wage gap problem into the national conversation by creating a fleet of Pink Taxis in New York City. These taxis would charge women riders 22% less than the standard cab fare, while men would pay the regular fare at the going rate. Men would get the same courteous treatment as women, but because on average men are all paid 22% more, the women riders get a discount.