Gaining market share for health: A social marketing framework for implementation science.

Inequitable and disrespectful healthcare for women and infants is well‐established in many societies, with origins in religion, culture, and political ideology [, ]. The issue is controversial, as demonstrated, on the one hand, by progress and, on the other, by regression in the implementation of the Beijing Declaration. The latter is a comprehensive plan for achieving gender equality and women's empowerment, adopted at the Fourth World Conference on Women in 1995 and updated 30 years later at the United Nations Commission on the Status of Women, held in March 2025 []. The Declaration outlined 12 areas for action, encompassing aspects of women's rights such as political participation, economic empowerment, education, health, and the elimination of violence. Violation of women's rights and patriarchy have been emphasised by United Nations Secretary‐General António Guterres. Another aspect is the troubling view that equity and respect for women are obstacles to men and boys fulfilling their potential []. Such views reinforce restrictive gendered roles, increase polarisation of views, lead to the use of demonising and denigrating language towards women, and ignore their importance for infants.