This is not new.
I remember having the debate with the national Sales Director of the multinational i worked for in 1993. She forbade casual references to female colleagues as 'the girls' as she believed it was demeaning.
But then she was American, and even then wanted to know how many black or disabled people I had included in our TV and press ads.
My view is that the english language is a bit short of terms for 'female people'.
It's all down to context, but 'Men' and 'Women' can seem over formal, and whilst we have dependent on context, a lot of options for males; men, guys, boys, chaps, blokes, fellas, lads; for females we only have 'women' or 'girls'.