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Marketing Brand Purpose Brand Strategy

Circles Life offers 22.8% discounts to women in line with the pay gap

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By Danielle Long | Acting APAC Editor

March 6, 2023 | 3 min read

Australia’s “unacceptable” gender pay gap of 22.8% is the basis of a new marketing tactic from telco Circles Life, which will offer female-identifying customers a 22.8% discount on their mobile plan.

Circles.Life Australia equitable mobile plan

Circles Life Australia tackles gender pay parity with new offer

The ‘A More Equitable Mobile Plan’ aims to call out the disparity in gender pay and take a meaningful stance in support of gender pay parity.

Genevieve Brock, head of marketing and customer experience at Circles Life, said, "We are a company that doesn't just talk the talk, we walk the walk. As International Women's Day approaches, we are taking action to embrace equity and create a more equitable world. Posting on social media is not enough, and we recognise that. That's why we are proud to help lead the way with the launch of A More Equitable Mobile Plan."

The initiative launched this week and applies to the brand’s 50GB mobile plan. The discount will last for 12 months.

Circles Life said the initiative is part of the brand’s commitment to “go beyond what many other companies do”, using positive action to help to drive more conversations around the ongoing issue.

The initiative is the latest from the Singaporean-owned digital telco which is taking a strong challenger brand strategy in its bid to take on Australia's fiercely competitive telecommunications market.

Marketing Brand Purpose Brand Strategy

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