Revolut launches an “offensive” campaign on menstruation
Following the news that Revolut would partner with biologic menstrual care provider Yoppie to “cover the cost of menstrual care,” banking fintech suffered a strong backlash against the appalling execution of the campaign.
The “Invest in Yourself” campaign promises to cover the costs of Yoppie’s organic menstrual care products for 12 months for current Revolut Metal users and anyone switching to the Metal plan by the end of February 2022.
A pretty big caveat is that the cost of Revolut’s Metal subscription is £ 12.99 per month, more than double the value covered by Revolut’s £ 5 cashback. Revolut will offer Metal customers £ 5 cashback for 12 months when they use Yoppie’s subscription service, encouraging users to use cashback to ‘get ahead of their financial goals’.
For the record, fintech is offering a £ 50 reward to users who refer a friend to the service.
Tara Massoudi, Product Operations Manager at Revolut, says: “Getting people back in control of their finances has been Revolut’s mission from day one. Now we also want to give women back the money they spend on menstrual care. Items like tampons or pads are essentials and we don’t think menstruating people should have to pay for them. Instead, they could use that money to save and invest and potentially increase their capital. “
An infographic published alongside the announcement only exacerbated the backlash, which condescendingly describes the “true cost of a period.” Citing junk food, chocolate, wine as essential menstruation expenses plays on stereotypes, the graphic manages to successfully reinforce outdated typographies while trivializing a very real social problem.
Commentators also asked who exactly did the math to whip up the expenses listed on the chart:
What a surprise they found a way to make this even more condescending than it already was.
– Sharon O’Dea (@sharonodea) November 18, 2021
As the campaign press release indicates, despite HM Abolishing Treasure 5% VAT on sanitary products in January, the cost of sanitary ware remains significant and amounts to thousands of euros spent over a lifetime. The assumption that everyone on their period even has disposable income to spend on junk food, chocolate, and wine in addition to sanitary products is disappointing, but perhaps not surprising.
Revolut was recently criticized for its dismal gender pay gap, revealing it pays its female staff almost a third less (31.2%) than male employees. There are only two women out of the twelve members of Revolut’s management team.