INNOVATION WORK

We help companies develop products and services for valuable but overlooked audiences. This drives growth and creates great competitive advantage in challenging market conditions.

THE ISSUES WE HELP SOLVE

Evidence shows that most people and businesses tend to see the world from a perspective that’s default-male and/or heteronormative. Therefore invisible, historical biases mean we’re inadvertently often designing products and services for male bodies and lives.

This doesn’t make sense to us when:

→ 80% of consumer purchase decisions are made by women (even big ones like houses and cars)

→ ‘Women are the world’s most powerful consumers… their engagement has the power to move markets’ - Forbes

= Women’s buying power and influence is huge.

We apply a deliberately gendered and intersectional lens to question those defaults, to identify profit pools that are often invisible, and help businesses develop product & service innovation that can generate significant growth.

Uncovering overlooked problems is the first step. Solving them in unique, ownable ways is where the magic happens, capitalising on the spending power and advocacy of clients and consumers who are crying out to be seen. 

DON’T JUST TAKE OUR WORD FOR IT

The insight: Women’s feet are a different shape to men’s, and their body weight makes cleats behave differently too. Wearing boots that aren’t designed for women’s feet increases the risk of injury to sportswomen. The opportunity: Nike Phantom Luna
The opportunity: Created by Whitney Wolfe Herd, formerly of Tinder, this dating app, Bumble, where ‘women are required to make the first move’ now has a market cap of well over $5 billion and a community of 100 million.
Women are 47% more likely to be injured and 17% more likely to die than men in identical crashes, partly because crash test dummies used to evaluate driver safety are still based on the size, shape and weight distribution of an average man’s body.
The majority of film and TV still centres men, but Hello Sunshine “puts women at the centre of every story” in order to “shine a light on where women are now, & help them chart a new path forward.” The media company set up by Reese Witherspoon
The insight: men could feel more confident if they could camouflage their perceived flaws. The opportunity: an award winning brand, War Paint, growing fast in the male grooming market, valued at $80bn.
Ellevest. This US-based woman-first financial company now has $1.5 billion in assets under management and a community of more than 3 million.
The insight: with fathers more involved in parenting now, baby brands are having to adjust from the traditional female focus. The opportunity: Mission Critical brand produce baby carriers and accessories with a masuline aesthetic.