4 companies focused on defending women

As a consumer, I look for companies that focus their attention on selling products that meet my specific needs. I am also very aware of why these companies target women: they have enormous purchasing power. In the United States alone, women are expected to control $30 trillion in finances by 2029. Even before that happens, they will have the final say in about 75% of all discretionary financial decisions.

Companies are aware of these statistics. That’s why many have adjusted their targeting strategy to appeal to women. However, selling to women and advocating for their specific needs are two very different concepts. The first is transactional, the second is progressive. For this reason, it is essential to highlight companies that not only target women with their words and products, but also with their ethics.

I believe the following companies are doing their best to identify and address women’s most pressing concerns with thoughtfulness, compassion, and authenticity. Other entrepreneurs can learn something from each of these companies and apply it to their own.

1. Humanetics: protecting the needs of women drivers and passengers

For decades, crash tests have systematically overlooked the fact that female crash victims are at greater risk of certain physical reactions than men. To correct this oversight, Humanetics has introduced a crash test dummy built from a woman’s body.

The model simulates the appearance and responsiveness of a woman’s body. With a smaller pelvic area and other anatomical particularities, the dummy offers car manufacturers the opportunity to accurately crash test their vehicles for female occupants. Although the market has not yet fully adopted this dummy, reports indicate that widespread acceptance and use of female crash test dummies is only a matter of time.

Take a moment and analyze your market. Are there similar gender gaps that your teams could close? By addressing the unmet needs of the female end users you serve, you’ll position your company ahead of the competition. As an added benefit, you’ll have fodder for marketing and PR content that heralds your organization’s innovative thinking.

2. Solv Wellness: Shedding light on the marginalized aspects of women’s health

Throughout midlife and beyond, a woman’s body undergoes major changes. Although these changes are natural, stigma and shame surrounding them persist. As a result, conditions like genitourinary syndrome of menopause (GSM) often go unreported and untreated, forcing women to silently struggle with debilitating symptoms.

To make hip syndrome and related pelvic health issues a topic of conversation, entrepreneurs and women’s health advocates Terri and Kevin Wade launched Solv Wellness. The company’s product line, designed in collaboration with healthcare providers and researchers, offers women real solutions based on rigorous science for common but uncomfortable midlife conditions. With Solv Wellness products, women can find solutions to the challenging symptoms of hip syndrome and aging instead of suffering and pretending they don’t exist.

Never assume that there are no taboos related to women or unresolved concerns in your market. An example might be language you use in your sales material that makes women feel ashamed or excluded. It may be worth holding focus groups to ensure you are being truly inclusive.

3. Knix: Interrupting the conversation about menstruation

For a long time, menstruation was a taboo subject. It was spoken of in hushed tones and relegated to the shadows. Today, it is becoming a more everyday topic. Knix has broken down many barriers by producing and selling period-specific solutions such as leak-proof underwear, swimwear and sportswear.

The brand has a teen label, Kt by Knix, which offers a much-needed welcome to young girls trying to navigate their first few years of menstruation. It also addresses the shame and dismay that many young girls have faced during their periods.

As you move forward in building relationships with shoppers, consider expanding your target market to the young or teenage realm. This is a branding strategy that could earn you a new, loyal customer base who appreciates your sincere service.

4. Oova: Demystifying hormonal fluctuations

High-tech is playing a huge role in helping companies connect with their users. At Oova, the company has developed an app that tracks women’s hormone levels. Not only does Oova make it easier for women to determine when they are most fertile, but it can also help predict the onset of perimenopause, the precursor stage of menopause.

One of Oova’s biggest advantages is its educational component. Rather than being just another app provider, the company’s site offers a wealth of informational resources to engage women. As the saying goes, “knowledge is power.” With Oova, women are empowered to make decisions about their bodies and well-being based on personalized information.

Remember that for generations, women have been systematically excluded from important discussions and decisions. Perhaps your company can provide them with information that they don’t get elsewhere, or that isn’t provided to them in a way that makes them feel empowered rather than “patronized.” Look for ways to educate female end users so they can make smarter decisions.

Women make up half of the world’s population. By meeting their needs, businesses can make better profits while also doing the right thing to promote gender equality.