# The Untapped Market Opportunity Hiding in Plain Sight

Page: https://stenobird.com/podcast/the-so-what-from-bcg-4409188/the-untapped-market-opportunity-hiding-in-plain-sight
Text version: https://stenobird.com/podcast/the-so-what-from-bcg-4409188/the-untapped-market-opportunity-hiding-in-plain-sight.md
Podcast: [The So What from BCG](https://stenobird.com/podcast/the-so-what-from-bcg-4409188)
Published: 2025-12-17T02:00:00+00:00
Episode link: https://the-so-what-from-bcg.captivate.fm/episode/the-untapped-market-opportunity-hiding-in-plain-sight
Audio file: https://dts.podtrac.com/redirect.mp3/episodes.captivate.fm/episode/806502ad-e9f3-4797-a6e6-c73f8ef69df8.mp3
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JSON: https://stenobird.com/v1/public/podcasts/the-so-what-from-bcg-4409188/episodes/the-untapped-market-opportunity-hiding-in-plain-sight
Duration seconds: 1276

## Resource

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:  https://on.bcg.com/3XW4lry   Trish Stroman:  https://on.bcg.com/3KSkJWU   Closing the Menopause Care Gap: The Next Frontier in Women’s Health  https://on.bcg.com/4oWSkNo   BCG’s Latest Thinking on the Healthcare Industry:  https://on.bcg.com/3KXXCdH   BCG’s Innovate Her:  https://on.bcg.com/3KSqiVs   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…

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