Culture Hustle’s IWD Pricing Stunt: A Masterclass in Awareness-Driven Marketing
Yesterday, just as I was about to head to bed, I checked my emails and saw a subject like that piqued my interest…
Upon opening the email - I immediately knew it was an incredible case study in awareness marketing done right.
For International Women’s Day 2025, Culture Hustle flipped the script… literally.
Instead of posting the usual corporate "we support women" content, they took direct action - Men had to pay double for art supplies, and women got a discount to the original price with the checkout code ‘WOMAN’.
This stood out to me as it wasn’t just a gimmick or a ‘thank you, Ladies’ email send to tick off the list, it was a calculated, disruptive move that forced people to confront a real and measurable gender pay gap in the art world, and upon checking out their Instagram, I was even more impressed with what they were doing.
Culture Hustle is a UK-based art supplies brand founded by artist Stuart Semple. They’re known for creating some of the most innovative art materials out there, think “The Pinkest Pink” and “Black 3.0” (I own this and it’s insane how black it is), and for pushing back against elitism in the art world (remember when they announced they had banned Anish Kapoor from using their products?).
They’re a statement. And this IWD campaign proves they know how to turn marketing into a movement.
Why This Campaign is a Marketing Masterclass
1. It Sparks Conversation
Disruption gets attention.
By flipping the pricing model, Culture Hustle created an instant talking point. This wasn’t a passive discount, it was a direct reflection of the gender pay gap.
People were always going to react… positively or negatively, and that’s exactly the point. Controversy (when done right) drives engagement, fuels social shares, and gets people thinking.
Instagram Post from Culture Hustle from this campaign
2. It Ties Directly to the Issue
A common IWD misstep is vague support without action. Brands post "we celebrate women" graphics while continuing to underpay female employees or overlook them for leadership roles.
Culture Hustle’s campaign, on the other hand, forced participation in the problem.
The message?
If women earn up to 90% less in the art world, why should they pay the same for materials?
It’s contextual marketing at its best, tying a pricing decision to a real-world issue affecting their audience.
3. It’s Action, Not Just Words
This campaign took real action. By actually adjusting pricing, they demonstrated the unfairness of the pay gap in a way that affected consumer experience.
People didn’t just read about the issue.
They felt it on their website and at checkout.
4. It Taps Into Virality
This campaign had everything needed to go viral; a bold idea, clear stance on a social issue, built-in controversy (pricing based on gender will always be divisive) and a simple, shareable message. Brands often play it safe, but safe doesn’t get shared. Culture Hustle understood that a little controversy can create a massive wave of attention, as long as it’s backed by authenticity.
The Importance of Awareness-Driven Marketing
Culture Hustle’s campaign is a perfect example of awareness-first marketing, where the goal isn’t sales but more making an impact.
Here’s why more brands should pay attention to this strategy:
1. Awareness Fuels Change
As the marketing evolution has risen over the last 20 years, companies are becoming more aware that it’s all about starting conversations with their audience rather than trying to sell a product.
By making gender pay disparity impossible to ignore, this campaign educates while engaging. It forces people to question why this inequality exists in the first place.
2. Consumers Want Brands With Purpose
People expect brands to stand for something.
According to recent studies:
64% of consumers choose brands that actively support social issues.
77% of Gen Z prefer brands that take a stance.
Brands that align with real-world values foster deeper trust and long-term loyalty, something Culture Hustle has always nailed.
3. Disruptive Marketing Cuts Through Noise
Every year, brands flood IWD with predictable messages like ‘thanks, ladies!’. But people don’t share or engage with generic posts. They crave & share bold, disruptive ideas that stand out.
Culture Hustle’s pricing stunt wasn’t just seen: it was discussed, debated, and shared globally - and yes arguments have been happening in comment threads, but this is why topics like these need to be discussed rather than swept under the rug.
The Risky Biz of Cause-Driven Marketing
Of course, not every brand can (or should) do this.
Cause-related marketing can backfire if:
It feels inauthentic: If a company only engages in activism once a year, people will see through it.
The message isn’t backed by real change: If Culture Hustle had underpaid women internally, this campaign would have been hypocritical.
It alienates core customers without purpose: Some brands take a stance for controversy’s sake, without a strong tie to their values.
There were a few people in the comments on Instagram who missed the purpose of this campaign, asking where the extra money was going to go to and if it was going to be donated.
Key Takeaways for Marketers
Be bold, but be authentic. Don’t just jump on trends if they’re not relevant to you. Make sure your campaigns align with your brand’s core identity.
Turn passive awareness into active participation. The best campaigns don’t just tell people about an issue, they make them experience it, emotion-lead campaigns are the ones that make the most impact.
Controversy isn’t always bad. Done right, it can spark conversation and drive massive engagement, we shared a job listing on behalf of another organisation a few months ago and it really sparked the conversation about pay expectations in the expedition medic field and knowing your self worth - albeit unintentional, it was interesting seeing the debate.
If you take a stance, commit to it. Culture Hustle’s brand already challenges industry norms, so this campaign felt natural, not forced.
This is how you use marketing to drive awareness, conversation, and action, and honestly, more brands should be taking notes.
I salute Culture Hustle, Stuart Semple & those who thought of this campaign, it was well executed and opened the discussion up to a wide audience. I can’t wait to see what else they do in the future.
References:
Culture Hustle’s Instagram: https://www.instagram.com/culturehustle/
Culture Hustle’s Website: https://culturehustle.com
The Collector: The Vantablack Controversy: Anish Kapoor vs. Stuart Semple (https://www.thecollector.com/vantablack-anish-kapoor-stuart-semple-controversy/) [Accessed March 2025]
Forbes: Cause-Related Marketing: Embrace Doing Well by Doing Good (https://www.forbes.com/sites/forbesbooksauthors/2024/09/04/cause-related-marketing-embrace-doing-well-by-doing-good/) [Accessed March 2025]
Brafton: Cause-Related Marketing: The Best and Worst Examples We’ve Seen (https://www.brafton.co.uk/blog/content-marketing/cause-related-marketing/) [Accessed March 2025]
