Shifting Values

SHIFT #1

Gender Inclusivity

From: Catering exclusively to cisgender, heterosexual white women
To: Fighting for inclusivity in women’s health

Cis-gender white women have historically been prioritized in women’s health, and society has shied away from confronting systemic racism, homophobia and transphobia in the space. But with growing awareness and expression of diverse identities, society and the healthcare system are shifting focus towards understanding and attempting to improve experiences of women of color, queer women and trans folks. There is a growing need for healthcare leaders to understand these unique health journeys, unmet needs, and pain points, and broaden the scope of who is catered to under women’s health.

With increased diversity comes differing priorities. Different individuals have different health needs which don’t necessarily fall under reproduction. So, as we move forward with expanding the reach of women’s health, we must expand the definition of women’s health itself.

SHIFT #2

Non-Traditional Families Structures

From: Traditional identities of motherhood/parenthood
To: Non-traditional family structures

For an increasing number of women, becoming a biological mother/parent is not necessarily a priority anymore. More and more people are opting for a no-kids lifestyle. A 2021 Pew Research Center survey found 44 percent of non-parents between the ages of 18 and 49 say it's unlikely they will have children. This figure is up from 37 percent in 2018, indicating a growing trend of couples delaying having kids or forgoing them altogether.

This shift demonstrates that there is a need for increased focus on other aspects of healthcare as pregnancy and maternal health take a backseat.

SHIFT #3

Safely suppressing periods

From: Perceiving absence of menstrual cycles as unhealthy
To: Choosing to safely suppress periods

Attitudes towards menstruation are subtly shifting. Women are asking “Why have periods at all?” A growing body of research suggests that not getting a period is not only safe but could come with a slew of health benefits, and this could be the wave of the future.
‍
This shift is being driven by a couple of factors:

1) Priorities shifting away from having kids amongst younger millennials and Gen Z.

2) An increased motivation to have more body autonomy as a response to laws infringing on women’s bodily rights.

Choosing whether to have a period or not is one way for women to take control and power over their own bodies. It can also be very gender-affirming for those who do not identify as a woman or who do not want this monthly reminder of their biology.

This shift redefines the use of birth control and popularizes its use beyond a reproductive function of contraception and family planning.

SHIFT #4

Menopause is out in the open

From: Menopause being a taboo and overlooked subject
To: A socially accepted topic for public discussion

The outlook on menopause and aging is shifting. In 2020, the Female Founders Fund report estimated that approximately one billion women worldwide will enter menopause by 2035. With such a large group of women going through this change, more conversations are being had more openly about the reality of menopause. With more support structures and advocacy in place, societal values towards menopause are changing for the positive.

This shift is being met with the recognition that menopause comes with many unmet needs that have the potential to be solved through continued discourse, bringing older women’s health needs into the fore.

Innovations in women's health are gaining momentum!

Our foresight team scanned the current landscape discovering vast technological innovation in wide ranging areas of women’s healthcare. It is exciting to see real movement, and new products and services being offered to make women’s health more expansive, up-to-date, and innovative.

Explore the Innovations

‘Best-Care’ & ‘Worst-Care’ Future Scenarios

We believe that for women’s health the ‘best-care’ scenario can be the only way forward.

Many companies have decided to no longer fund research into the unique ways health manifests in the female physiology. While there has been a great deal of positive momentum, social and political agendas put the future of female health advancements at risk.

Discover the Future Scenarios