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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
The Femtech World Awards is proud to reveal the shortlist for Research Project of the Year as part of the third annual global celebration of innovation, impact and leadership across women’s health.
From fertility science and perimenopause research to regional ecosystem analysis, the shortlisted projects reflect the breadth and growing influence of femtech research worldwide.
The category is sponsored by OncoGenomX, with the winner to be selected by a representative from the organisation.
OncoGenomX is dedicated to offering solutions and providing comprehensive support services that empower Drug Developers, Clinical Researchers, Oncologists,NextGenSeq Diagnostics Laboratories, NextGenSeq Service Organisations, Cancer Diagnostics and Therapeutics Companies to achieve their ambitious goals
The shortlisted entries for Research Project of the Year are:
Women’s health remains significantly underserved in South-East Asia, with persistent gaps in access, awareness, and quality of care carrying substantial social and economic costs.
This report examines the femtech landscape in Indonesia, the Philippines, Singapore, Thailand, and Vietnam, highlighting market trends, emerging technologies including artificial intelligence, and the evolving support ecosystem.
It identifies key challenges facing femtech founders, including limited access to finance, low awareness and persistent stigma, marketing constraints linked to content moderation, and gaps in tailored ecosystem support.
Led by Stephanie Willson, MD, of the IVI RMA Global Research Alliance, the study explored whether embryos that show certain chromosome abnormalities during genetic testing may still have the potential to result in a healthy pregnancy and live birth.
The research analysed more than 7,600 frozen embryo transfers and found that some embryos previously considered unlikely to succeed were still capable of leading to successful pregnancies, although at lower rates than embryos without abnormalities.
The findings could help fertility clinics and patients make more informed decisions during IVF treatment, particularly in cases where there are limited embryos available.
Rather than automatically discarding these embryos, the research supports a more evidence-based and personalised approach to fertility care.
For many women, perimenopause can feel confusing and unpredictable, with limited research explaining what is happening in their bodies.
Natural Cycles set out to change that by leading one of the largest studies ever conducted on menstrual and ovulatory patterns, uncovering new insights into how ovulation behaves as women approach menopause.
Conducted in collaboration with researchers from George Washington University, Seattle Clinical Research Center, Gennev and the University of California San Diego, the study analysed nearly one million menstrual cycles from more than 197,000 women aged 18–52 across more than 140 countries.
The scale of this dataset made it possible to explore menstrual patterns and ovulation in far greater detail than has traditionally been possible in women’s health research.
The Femtech World Awards celebrates the innovators, researchers and organisations driving meaningful progress in women’s health.
What happens next
Winners across all categories will be revealed during the virtual ceremony on June 19, with winners receiving a trophy and an interview with a Femtech World journalist.
Women over 40 are seeking raves for mental and physical wellbeing, with a study suggesting the benefits go beyond nightlife.
The findings challenge the idea that nightlife and electronic dance music events are mainly for younger people.
Published in Psychology of Music, the study focused on the common misconception that nightlife is only for younger audiences.
Researchers surveyed 136 female clubbers aged 40 to 65 about their experiences at electronic dance music events.
The study, carried out at the University of Leeds in England, found women reported mental and physical wellbeing benefits from attending these events.
Seeing favourite DJs was the most common motivation, but many women also described dancing as a way to relieve stress and find emotional support.
The research found that 65.9 per cent of participants described attending a rave as “spiritual”, while 62.9 per cent said it offered an escape from everyday life.
A further 58.3 per cent said they felt like a different version of themselves in a club environment.
Nine in ten participants said they felt at home at electronic dance music events, with many pointing to a shared passion for music and the sense of community around it.
The study also suggested physical fitness played a role, with some women saying they had made clubbing part of their regular exercise routine.
However, the findings also highlighted challenges for older women in nightlife spaces.
One fifth of participants said they felt visibly out of place because of their age.
Nearly half reported unwanted physical contact, leading some to seek out different venues or attend only with friends.
Osteoporosis may raise the risk of death in postmenopausal women by up to 47 per cent, a new study suggests.
The findings point to an inverse relationship between femoral bone mineral density and mortality risk, especially within certain ranges.
Femoral bone mineral density is the amount of mineral in the thigh bone, which is often measured to assess bone strength and osteoporosis risk.
Dr Monica Christmas is associate medical director for The Menopause Society.
She said: “Osteoporosis often remains a silent threat after menopause, despite its profound effect on women’s lives—from loss of height, poor balance, and reduced mobility to disfigurement, pain, and even premature death.
“Early screening and preventive measures, including a calcium-rich diet (preferably from food sources), regular weight-bearing exercise, and hormone therapy when appropriate, can significantly improve bone health and reduce risks not only of fractures but also cardiovascular disease, certain cancers, and dementia.
“It’s time we bring this conversation to the forefront.”
In the study involving nearly 3,000 postmenopausal women, bone mineral density at four femoral sites was assessed using dual-energy x-ray absorptiometry, a scan commonly used to measure bone strength and fracture risk.
The analysis found that mortality risk was significantly higher when femoral bone mineral density reached the osteoporotic threshold or when osteoporotic fractures were present.
After full adjustment, osteoporosis was associated with a 47 per cent increased risk of mortality.
A stronger inverse association between increased bone mineral density and mortality risk was seen within specific ranges, suggesting bone mineral density could serve as a prognostic marker of wider health.
The relationship appeared especially notable within the range of 0.46 to 0.71 g/cm² for total femur bone mineral density.
Previous research has shown that postmenopausal women face a significantly higher risk of death within one year of hip or vertebral fractures.
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