santander

Women in Brazil earn 21% less than men. Instead of a traditional Mother’s Day campaign, Santander chose to address this gap by offering women a 21% discount on various banking products—life insurance, credit card installments, personal loans, and 21 months of annual fee exemption. The initiative expanded to include discounts on metro tickets and apps. Despite backlash, Santander doubled down on the campaign. The effort generated widespread buzz and helped accelerate a bill to address wage inequality in Brazil. Because before being mothers, they are women.