Every few years, there’s a new buzzword that shapes business: digital, data-driven, AI-powered, sustainable, purpose-led. But one of the biggest and yet unseen forces shaping the future isn’t a technology — it’s women.
Women are driving the global economy in ways that most industries still underestimate. They control over 80% of household purchasing decisions, hold more wealth than ever before, and are the fastest-growing group of entrepreneurs and investors. Yet, most products, services, and systems around them are still designed with a male default in mind.
The Power Shift Already Happened — Business Just Hasn’t Caught Up
Women are now :
Outpacing men in education worldwide (and that will soon show in how societies and businesses are shaped)
Controlling an increasing share of global wealth (projected to reach 50% by 2030 –driving a major shift in investments)
Leading startups, small businesses, and community movements, redefining industries.
In a nutshell, women are no longer a “segment.” They are the market majority — powerful, informed, and in control of choices that shape the economy.
But here’s the disconnect: while women’s power has skyrocketed, the world around them still treats them as an afterthought, with “shrink and pink” empty fixes.
A World Still Not Built for Women
Cars are safer for men. Medical devices are still designed for male anatomy. Gyms, workplaces, even office air conditioning — all optimized for male norms. Just a few examples of many more.
And in marketing? Women don’t get solutions or support. They get pressure: be thinner, younger, calmer, sexier, stronger — all at once.
This is not just outdated; it’s bad business. Because when half the population feels unseen, that’s not a niche problem — that’s a growth opportunity waiting to be claimed.
The Women Growth Gap: High Power vs. Low Solutions
Women today hold unprecedented power — financially, intellectually, and socially. Yet industries continue to offer low solutions to high potential. Instead of solving real problems, they polish stereotypes and repackage old ideas.
That gap between women’s growing power and the lack of real solutions is what we call The Women Growth Gap and is one of the biggest missed opportunities of our time.
Imagine the growth potential if businesses started designing for women’s realities — from health and finance to mobility, sport, and everyday life.
The Business Case Is Simple
Women influence over 80% of consumer spending.
Companies with more women in leadership outperform those without.
Products that solve women’s problems often end up improving life for everyone.
Women are not a “special interest group.” They are the future of innovation and growth.
The Way Forward
At WeWill, we believe the future belongs to the businesses that start understanding what women really need and provide real, bold, effective solutions.
Because when women thrive, economies grow. And when brands start building with women, they don’t just catch up with the future - they shape it.