Why your female customers need your focus

Woman looking through screen

For the last few years, I’ve been evolving my skills. I’ve been moving from traditional PR into marketing, specifically customer experience. I believe being customer-focused is vital in business. But I wanted to take it further. I’m focusing on WX – customer experience (CX) for female-focused brands – because I believe talking authentically to women is a skill. It requires stripping back age-old stereotypes and telling the truth about the realities of significant life moments. Female customers deserve a voice of their own and need your focus, especially when it comes to women’s health.

But where did it start for me?

For many years, femtech innovators like Tania Boler at Elvie and Ida Tin at Clue have inspired me. These companies have been making a difference in the way women understand and use their bodies. And, especially in motherhood, I’ve appreciated this knowledge and the importance of questioning the status quo. Firstly, I now know that giving birth doesn’t have to involve being on your back, screaming. Getting pregnant is a science (and an art). And that we all need better education on the menopause. We need more people to change the conversation.

But, why does this transformation matter so much?

There are stark gender gaps across female health. We’re all familiar with the pay gap, but what about the medical research gap, the pain gap or the orgasm gap? Let’s start by examining medical research. Did you know it currently takes an average of 7.5 years to give an endometriosis diagnosis? That’s nearly a decade of relentless suffering. And, women are at a 50 per cent greater risk of being misdiagnosed with a heart attack than men. Scary stuff. And it all stems from male cells, not female cells, being studied in medical trials. Legislation now states that there must be a balance of genders in medical studies, but it could take years to feel the impact. To read more on this, Caroline Criado-Perez in Invisible Women explores multiple case studies.  

And what if we look at a specific medical problem: the pain gap. Studies show that women are less likely to receive painkillers in hospital. And this extends to children too, with girls considered to feel pain less severally than boys. Childbirth is another area where a pain bias exists. And this bias extends even further when we look at race and ethnicity. The risk of dying in childbirth is five times higher for UK Black women than those who are white. In part driven by a misconception that Black women feel less pain than their white counterparts. Here, I highly recommend reading Candice Brathwaite’s I Am Not Your Baby Mother to understand more about what’s happening to Black mothers.  

Finally, let’s talk about sexual health and the pleasure gap; women in heterosexual couples orgasm 30 per cent less than their male partners. Fallacies which say women naturally have a lower sex drive have driven this. And, it’s been intensified by long-standing societal pressure that says women’s enjoyment should come second (pardon the pun). By changing the conversation to female sexual empowerment, we can drown out these incorrect, unhelpful stances. After all, sex is good for our health too. My reading recommendation for this topic is Dr Karen Gurney’s Mind the Gap.  

Addressing these issues

You see, to address all these issues, there’s still so much work to be done. That is why I’m implementing WX – to help companies focus on their female customers. I believe that by promoting female-led innovation, we can drive change in these critical areas. We’ll do this by transforming the way people talk about these subjects. We’ll force others into better understanding women’s needs and addressing these issues. Let’s work together to make a difference.