This paper makes the case for the importance of gender and sex analysis in research content and process, arguing that it needs to be better integrated into research and innovation funding, content and implementation process. Gendered research and innovation (GRI) is an under-recognised issue: it is unfamiliar, not practiced, or not well integrated into the design of the research, save some significant exceptions, for example in biomedical research. If GRI is not recognised, research can yield results that are less applicable to women than to men (or in some cases the reverse), which can lead to costly fixes later. GRI is important because it ensures that research results are equally valid for people of all genders and sexes, because it improves global citizens’ lives in many ways and because it helps to ensure that research and innovation are in tune with universities’ responsibility to society. The paper offers twenty recommendations for stakeholders to act upon, emphasising the importance of support, promotion and resources for GRI.