Gender and stereotypes: generation Alpha dreams big (but boys a little more)
When it comes to future career prospects, Generation Alpha dreams big: 44% of girls and 39% of boys aged 13 to 15 say they have ambitious plans, according to the 2025 edition of the Gender and Stereotypes Observatory promoted by Henkel Italy in collaboration with the research institute Eumetra.
Regardless of gender, today’s young people are determined to achieve their goals; however, boys display greater confidence: 78% believe they can make an impact in their field and 21% think they will stand out among their peers. The figures drop to 70% and 16% respectively for girls.
Moreover, 28% of girls fear they will face gender discrimination once they enter the workforce (a percentage three times higher than that of their male peers); 31% worry they will be penalized if they decide to have children (compared to 8% of boys), and 13% believe they will have to sacrifice their careers for their families (only 9% of boys share this concern).
Often, these beliefs originate within the family context. Mara Panajia, president of Henkel Italy, explained that “the collected testimonies speak of mothers who, despite being very busy and often professionally fulfilled [39% of respondents consider their mothers as accomplished individuals, ed.], must face additional challenges compared to fathers: from managing the household and family to the mental load that comes from trying to juggle everything. These dynamics help reinforce among young women the idea that, even with talent and ambition, they will have to work harder to have their worth recognized.”
While parents remain central role models for most young people, the media also play a significant role. According to 75% of girls and 68% of boys, social media reinforce gender stereotypes: on television and in movies, women are chosen according to appearance standards (84% of girls and 81% of boys agree) and are often portrayed as sensitive and emotional individuals (62% of girls and 59% of boys say so). Advertising follows the same pattern: more than two-thirds observe that men are associated with prestigious jobs, while women are linked to caregiving and domestic tasks.
The issue of masculinity is also critical, especially for boys: 76% believe that the media portray men in a distorted way, emphasizing traits related to courage and success. Many young people fear they won’t be able to live up to these expectations in everyday life. “The media carry enormous responsibility,” said Panajia. “They must offer more modern, realistic, and less stereotyped narratives that reflect the complexity and richness of contemporary identities.”
Henkel’s Commitment to Gender Equality
In light of these findings, it is clear that society needs a new narrative—one that respects differences. For this reason, Henkel places gender equality at the heart of its social sustainability goals.
In recent years, the presence of women in the company has grown significantly across all areas, reaching 42% in management positions worldwide and 40% in Italy. “At Henkel, we believe that gender equality cannot remain just a declared value—it must be translated into concrete actions, innovative policies, and measurable results.” Confirming this commitment, in 2024 Henkel Italy obtained the UNI PdR 125:2022 certification for gender equality.
Furthermore, Henkel strongly promotes shared parenthood through flexible working hours, the MasterGenitori platform (which offers training and support for parents throughout their children’s growth), and the gender-neutral parental leave introduced last year: eight weeks of fully paid leave, regardless of gender or family status. Globally, the number of men taking parental leave has increased by 30%, and the number of women by 35% (including 12 new fathers in Italy). “This is a strong signal,” said Panajia, “because it allows fathers to be present from the very beginning of their children’s lives and helps to overcome the idea that caregiving is solely a woman’s responsibility.”
“If we truly want to inspire new generations to dream without gender-based limits, we must offer them different role models—both within families and in society. Only then can we help build a future where girls and boys feel truly free to choose their own path, without obstacles or prejudice.”