On International Women's Day, we join in celebrating the achievements and contributions of women around the world. It's a day that not only honours the progress made but also shines a light on the areas where we can do better. We are particularly passionate about the realm of product design, where research involving women can—and should—play a pivotal role in informing and shaping innovations.
The Current Landscape
Despite making up approximately half of the global population, women are often underrepresented in the research phases of product development. A study by the Organization for Economic Cooperation and Development (OECD) found that only a fraction of products are designed with direct input from women. This gap in representation can lead to products that don't fully meet women's needs or preferences.
The Power of Inclusive Research
Inclusive research that actively involves women has the potential to revolutionize product design. When women's voices are heard, their insights can lead to designs that are not only more user-friendly for everyone but also tap into a market that Forbes estimates to control about $31.8 trillion in worldwide spending. The key is not just to conduct research on women as consumers but with them as co-creators. We love our Extreme Exchange process for really unpacking new ideas, and co-creating a better way forward with both consumers and clients.
The Benefits Are Clear
Involving women in product research doesn't just make ethical sense; it makes business sense. The Harvard Business Review highlights that gender-diverse teams are more innovative and profitable. Moreover, products designed with women's involvement have a higher chance of success because they address the real-life, nuanced needs of a significant portion of the consumer base.
A Call to Action
This International Women's Day, let's commit to doing better. Let's pledge to increase the amount of research conducted with women to inform product design. Companies can take practical steps to ensure that women are not only part of the conversation but are leading it. By doing so, we're not just honoring women; we're empowering innovation and embracing a future where the products we create serve everyone better.
As we reflect on the progress made and the journey ahead, let's use this International Women's Day as a springboard to elevate women's roles in research and development. It's time to build a world where every design decision is informed by the diverse experiences and brilliant insights of women.
