Brands must foster inclusive approach to address gender gap, study finds

Brands are missing a significant opportunity to help close the gender gap in healthcare, with millions of UK women remaining unrepresented in visual ads, according to new research.

The data, from Getty Images’ research platform VisualGPS, shows that white women are the most represented and feature in more than half of visuals (51 per cent) over Black women (11 per cent) and Asian women (8 per cent).

The analysis also highlights significant gaps in how health conditions are represented, with just 1 per cent of visuals featuring women experiencing menopause and 1 per cent having a medical examination.

Meanwhile, only 1 per cent of visuals analysed by VisualGPS showed women with a disability.

The findings suggest a missed opportunity for brands, with almost half (47 per cent) of British women wanting to see “people that are like me” if purchasing a healthcare product/service featured in an ad, according to the research.

Jacqueline Bourke is Senior Director Creative Content at Getty Images.

Bourke told Femtech World: “To effectively address the gender gap in health, it is key that brands foster an inclusive approach to women’s health, where all women feel seen, valued and supported.

“It is essential to consider how to visually represent health initiatives that resonate with diverse women’s experiences.

“This could include showcasing mobile healthcare units in communities, support networks for parents, mother‑and‑baby groups and mental health support.

“The World Health Organization emphasises that income and social protection are vital social determinants of health, significantly influencing overall wellbeing. This is particularly true for women.

“By authentically depicting women with chronic conditions receiving compassionate care for example, brands can support strengthening connections with communities and contribute to a more inclusive healthcare landscape.”

A 2024 McKinsey Health report revealed that women spend on average 25 per cent more time in poor health than men.

The research showed that bridging the gender gap could lead to an additional seven healthy days for every woman each year, or more than 500 days over a woman’s lifetime