The So What from BCG The Untapped Market Opportunity Hiding in Plain Sight
Dec 17, 2025
In this engaging conversation, Alex Friedman and Trish Stroman from Boston Consulting Group unveil the overlooked market opportunities in women's health. They discuss why businesses often neglect women's unique needs and highlight the staggering $32 trillion spending power that companies are missing out on. With practical strategies, they emphasize the importance of co-creating solutions with women to drive market growth. Innovations like AI diagnostics and integrated care models are explored as vital steps toward addressing critical gaps.
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Women Represent Massive Underserved Spend
- Women control roughly $32 trillion in annual spending yet many products are designed for a default male consumer.
- This structural gap produces lower satisfaction and loyalty among female customers and leaves large markets untapped.
Why Women's Health Was Overlooked
- Women's health has been underinvested due to stigma, training gaps, and exclusion from research.
- These factors hide demand and discourage investors and innovators from designing for women's needs.
Data And Culture Are Driving Momentum
- Momentum is increasing because economic pull and new female-specific data make the opportunity measurable.
- Cultural shifts and digital tools (telemedicine, wearables) are making female demand more visible and actionable.