Perceived gendered expectations: a challenge for Generation Z women

This study analyzes Generation Z women's perceptions of gendered stereotypes about STEM and through social media. Generation Z is currently an age group still in school or on the verge of deciding for a career path, where STEM subjects are an option. Moreover, they are the most digitally active cohort, extensively engaging with social media. Several corporate as well as feminist technoscience studies attribute a possible influence of digitization on gender equality. Qualitative interviews with women living in Germany born between 1995 and 2001 show the prevalence of gendered stereotypes about interest in STEM, which holds women back from deciding for a STEM career path. In addition, idealized images of female beauty on social media exert pressure on women within Generation Z. Such gendered expectations create challenges for Generation Z women in their everyday lives and career tracks.