For decades, many industries operated on the assumption that men were the “default” consumer. Products, research and systems were largely designed around male bodies, male lifestyles and male experiences. Women, despite making up nearly half the global population, were often overlooked or treated as a secondary segment.
Today, that shift is slowly changing. Across sectors, industries are beginning to design with women at the centre — recognising that their needs, health and lived experiences require dedicated attention rather than one-size-fits-all solutions.
Past: When Women Were Excluded From Research
One of the clearest examples of this gap can be seen in medical research. From the 1970s to the early 1990s, women were widely excluded from clinical trials due to concerns about hormonal variability and pregnancy risks. While the intention was to avoid potential harm, the consequence was a significant lack of data on how diseases and treatments affect female bodies.
As a result, many medications were tested primarily on men and then prescribed to women without sufficient evidence of how they would respond. This led to improper medication dosages, delayed diagnoses and higher rates of adverse reactions. Conditions like cardiovascular disease also highlighted these gaps, as women often experience different symptoms than men, historically leading to poorer outcomes.
Closing The Data Gap In Healthcare
Today, the medical and research industries are actively trying to correct these imbalances. Regulatory bodies such as the FDA and NIH have introduced stricter guidelines requiring greater female participation in clinical trials. Researchers are also analysing sex as a biological variable to better understand how treatments work for different populations.
Clinical research and funding for women’s health have also begun shifting away from the traditional “male-as-default” model toward more tailored, sex-specific medicine. While investment has historically been extremely low — with only about 1–5% of research and development funding dedicated to women’s health — recent years have shown progress. In 2024 alone, venture capital investment in women’s health grew by around 55%, reaching approximately $2.6 billion.
The scope of research is also expanding. Earlier studies largely focused on reproductive health, sometimes referred to as “bikini medicine,” which limited understanding of broader health issues affecting women. Today, research is increasingly addressing conditions across a woman’s lifespan, including menopause, autoimmune disorders and cardiovascular disease.
Another important shift is the recognition of sex as a biological variable in research. Since 2016, the NIH has required scientists to incorporate this factor in preclinical research, ensuring that female models are included in early-stage studies. Studies have also shown that clinical trials led by female principal investigators tend to enrol a higher percentage of women, helping improve representation.
Despite these improvements, challenges remain. Women still account for only about 40% of participants in some major disease trials, and groups such as older women and women of colour continue to be underrepresented in medical research.
The Rise Of Women-Centric Brands
In recent years, a noticeable shift has begun. Modern brands are increasingly focusing on women-centric products driven by rising disposable incomes, digital adoption and a growing demand for products designed around real experiences.
This is particularly evident in sectors such as personal care, wellness, intimate wear and fashion. Many direct-to-consumer startups are challenging traditional brands by building specialised products that address needs previously ignored by mainstream industries.
Women-led brands are also playing a significant role in this transformation, bringing lived experiences into product development and leadership decisions.
The Bigger Shift
Women make up nearly 50% of the world’s population, yet for decades their needs were not fully reflected in how industries designed products and conducted research.
Today, that is beginning to change. As more companies recognise the importance of designing for women, industries are moving toward more inclusive innovation — creating products, services and systems that reflect the realities of everyone they serve.
Slowly but surely, women are finally being placed at the centre of industries that affect their everyday lives.
Sources:
NIH
Fashion United
Medi Data
Ma Earth Botanicals
SVB
Nature India
