In the Netherlands, women’s average gross hourly earnings are 14% lower than men’s, which seemed entirely outdated to De Koffiejongens. So it decided men should pay 14% extra when ordering the brand's biodegradable coffee capsules.
The company's founders were aware of the gender pay gap. They also noticed that when hiring new employees, women routinely asked for lower salaries than men did — the so-called ask gap. Within its own team, De Koffiejongens (Dutch for 'The Coffee Guys') is closing the gap by paying equal salaries for equal roles.
And the 14% they're asking men to pay extra — yes, the surcharge is voluntary — will be donated to Project Fearless, which works with girls aged 9 to 14 to build confidence and break stereotypes.
