The Untapped Market Opportunity Hiding in Plain Sight

Many companies have a blind spot when it comes to serving women. In fields from health care to financial services, they often treat women just like men—even though their needs are very different. BCG’s Alex Friedman and Trish Stroman share tangible steps leaders can take today to better serve women—who are responsible for up to 80% of spending. Organizations that are best positioned won't guess what women want—they’ll co-create with them and design for real needs. Learn More: Alex Friedman: Trish Stroman: Closing the Menopause Care Gap: The Next Frontier in Women’s Health BCG’s Latest Thinking on the Healthcare Industry: BCG’s Innovate Her: Chapters: 00:00-00:57 Introduction 00:58-02:26 Why don't businesses successfully target and serve women? 02:27-03:30 Why is women's health still underinvested in? 03:31-05:04 Why has momentum shifted? 05:05-06:06 How big of an economic opportunity is this? 06:07-07:06 Where are the most immediate areas businesses can create value? 07:07-08:30 How can you scan your business for opportunities? 08:31-09:21 What do leaders say are the biggest opportunities and stumbling blocks? 09:22-11:50 Upcoming innovations that could solve problems for female consumers 11:51-12:58 What sectors have the most to gain from targeting female consuemrs? 12:59-14:13 What businesses are excelling? 14:14-16:03 Is there enough investment in this space? 16:04-17:52 What's the productivity and talent cost when women aren’t supported? 17:53-19:38 How to persuade a board that this is worth investing resources in 19:39-21:04 The ‘Now What’ 21:05-21:15 Outro This podcast uses the following third-party services for analysis: Podtrac -

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The Untapped Market Opportunity Hiding in Plain Sight is an episode from The So What from BCG by Boston Consulting Group BCG.

This episode is 21:16 long.

This episode was published on Dec 17, 2025.

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