Gender stereotypes and Gen Z: navigating gender beliefs transfer through entrepreneurial pitching

Purpose
Drawing on status belief and gender framing theory, this study aims to investigate the interplay between gender and generation. As the world’s largest generational cohort, Generation Z has the potential to shape the future of entrepreneurship significantly. Two interrelated aspects are being explored in this study: how gender-based beliefs influence Gen Z individuals’ evaluation of entrepreneurial pitches and how their experiences with gender stereotypes shape their willingness to pursue entrepreneurial opportunities.

Design/methodology/approach
The study takes a qualitative approach, with the dataset comprising reflection texts collected in ProA (www.prolific.co) from 53 Gen Z respondents residing in Finland. The respondents’ written reflections were analyzed using critical discourse analysis.

Findings
Three discourses regarding Gen Z individuals’ perspectives on gender stereotypes and entrepreneurship were identified: (1) the focus of growth discourse on the pitch’s evaluation, (2) dual discourses on entrepreneurial careers and (3) intergenerational gender beliefs discourse.

Originality/value
This study provides insights into how Gen Z individuals navigate and potentially challenge gender stereotypes in their entrepreneurial pursuits, offering guidance for fostering more inclusive and equitable entrepreneurial environments.