It lives in the time spent preparing, the money quietly spent to meet unspoken expectations, and the emotional labor required to ensure everything and everyone keeps running in their absence. These costs rarely appear on an expense report, yet they shape who shows up, who feels confident doing so, and who ultimately decides the opportunity isn’t worth it. A decision not based on what is best for their career, but what they can justify doing.  

This isn’t about vanity or personal choice. It’s about deeply ingrained societal realities.

Expectations around appearance, safety, and caregiving make conference participation fundamentally more expensive for women. When we talk about equity in professional development, leadership pipelines, and industry visibility, we can’t ignore the invisible toll embedded in “just attending.”  

What is a consistent question that almost always comes up, well after the meeting is over? It’s not about booth duty or AV. It has nothing to do with anything that could make or break the event. It’s often, “I’m just double-checking. What is the dress code?” This question always cuts me to the core. Why? Because I know the anxiety that goes into selecting clothing for a conference. Will I ever find a shirt that matches these pants? Can I successfully run away from someone wearing these shoes?  

While my quagmire is thankfully (and regretfully) only mental, many women are at an economic disadvantage in attending conferences.  

On average, women spend about twice as much on everyday attire as men. In 2023, The Department of Labor reported that “household spending on women’s apparel averaged $655, compared with $406 for men’s apparel.” That is just basic, everyday dressing yourself. What happens if a woman obtains approval to attend a conference (a blog for another time) but does not have what she considers appropriate attire? Best-case scenario, she can make the investment and attend the conference with a level of confidence supported in part by her existing wardrobe. Worst-case scenario, the sticker shock is unjustifiable, and she is deterred from attending the event altogether. 

Alas, clothing is just the tip of the “additional monetary costs” iceberg…  

Providing “good hair” is a lucrative business. Between salons and hair care products, the annual revenue for this industry is in the billions, and women are the main contributors in almost all categories. In 2023, Nasdaq reported that women’s haircuts on average cost $228, while men’s annual cost was $168 per year.  

That amount might seem low, but haircuts are only one possible item on the to-do list of making oneself “event-ready.” We can’t forget blowouts ($40-$100) and dyeing ($60-$300). And what about wigs, extensions, braids, coils, and relaxers? Women of color get hit even harder with these expenses. Spending nine times more than their white counterparts on products and a whopping 25% of their overall budgets on haircare, compared to the 6% spend by white women.  

Pile on waxing (you are only allowed hair on your head after all) and eyelash extensions to add another $400-$600 onto the already growing list of hair-related expenses.  

One could argue that women do not need everything listed above. We should shrug off the beauty standards drilled into us from birth and move on. All natural, possibly hairier, and with significantly fuller bank accounts.  

Unfortunately, this disparity and the costs associated with it aren’t limited to appearances. A global business survey done in 2023 by Meeting Spotlight found that “women travelers are more likely to take measures to protect their safety during business travel than men.”   

The byproduct of feeling unsafe is yet another hit to the individual’s company or personal bank accounts. While there aren’t any hard data points around these items, we do know that women often choose hotels closer to the event. Those more accessible locations tend to come in at higher costs. They also elect to hire private cars or use ride-share apps for short distances instead of risking an otherwise cost-free walk.   

These precautions aren’t without merit. The same survey reported that “over one in ten women business travelers (12 percent) have experienced a negative incident, ranging from minor theft to assault, when traveling.”  

Okay, so you’ve got your hair done, meticulously selected clothing packed, and a large bodyguard ready for general transportation. All set to go right, or not…

Although we have come a long way, women still provide the majority of family care, and that responsibility can hinder travel. In 2024, GEPI reported that “Women spend twice as much time as men, on average, on childcare and household work.” They also make up 66% of non-paid elderly care providers. 

Opting out of the second shift and leaving children and parents in capable hands can create additional costs. Not to mention the mental baggage that comes with leaving loved ones at home with a person who may be capable but ultimately is not you.  

For women who decide the juice is not worth the squeeze, they miss opportunities to network, learn, and advance their careers. The 2023 SAP Concur Global Business Travel Survey reported that 23% of parents would decline a business trip due to challenges in securing childcare. These missed opportunities due to family obligations, to grow professionally, have immeasurable long-term ramifications.  

In this volatile economy, everyone is trying to cut costs. And while I’d love to imagine a world where employees were given money to cover everything that falls under the pink tax, that seems entirely unrealistic. So, what can we do to elevate some of these issues while staying conscious of the bottom line:  

• What to wear: Create partnerships with not-for-profits like Dress to Impress to supply professional business attire for employees who need it. Sub out flowers as a gift of appreciation with gift cards to women’s clothing subscriptions like Stitchfix or DAILYLOOK.
• Hair & Other Aesthetics: There are plenty of amazing women-only sessions and solo events at conferences. And while everyone enjoys a good sunrise run and puppy yoga (it’s a thing!). Why not host an event at a local salon? Not only to elevate costs but to give women back some valuable pre-conference time.  
• Transportation: Encourage the buddy system at events. Create a company culture that makes sure no one walks back to their hotel room alone. Have a system for checking in if someone wants to leave early. Arrange group transportation instead of solo rides, which are likely to cost more.
• The Second Shift: For employers, encourage caregivers to attend more regional events to expand their knowledge and networks. For event coordinators/creators, quality, not quantity, will limit the number of days of the event and make it easier for prospective attendees to secure alternative family care.  

None of these costs, financial, logistical, or emotional, hinderances exist in isolation.  

They accumulate. They multiply. 

Over time, they shape who participates and whose voices are amplified across the energy sector and the utility industry. 

When women opt out of conferences, it is rarely a lack of ambition or interest. It is a calculation. One that weighs unspoken appearance standards, personal safety, caregiving responsibilities, and time scarcity against the value of attendance. When the scales tip the wrong way, the industry loses more than an attendee; it loses precious insight, leadership, and momentum. 

At The Current Marketing Agency, we believe conferences and professional events should expand opportunity, not reinforce invisible barriers. That belief manifests in how we help clients design experiences from agenda pacing and programming decisions to venue selection, transportation planning, and the narratives we elevate on and off the stage. 

Equity in events doesn’t happen by accident. It requires awareness, intention, and the willingness to rethink what “professional” looks like. When organizers account for the full cost of showing up, not just the expensed ones, they create spaces where more people can participate fully and confidently. 

Because the future of our industry depends not just on who gets invited into the room, but on who feels confident enough to walk through the door with nice hair.