End Gender Stereotypes

Rethinking our perspectives: let’s discuss gender stereotypes

A boy knitting in a bus with caption 'Uncommon?'

This campaign aims to raise awareness about the role gender stereotypes play in society.

What gender instantly comes to mind when you think of a certain toy, a job, a sport, or even a colour? Gender stereotypes are deeply ingrained in our culture and are a root cause of gender inequalities. Often, we are not even aware of them, but they affect each of us - both women and men. Gender stereotypes can limit our ability and our aspirations to choose a field of study or training, pursue a professional career, and make simple life choices, like picking a hobby. The impact of stereotypes can be even stronger for some people: for instance, if someone has a disability or is from a minority ethnic background, they might experience multiple stereotyping. Each of us has different identities, and at their intersections, we can face unique experiences of discrimination. Gender stereotypes limit everyone’s freedom. That is why it is important to question them.

It is time to #EndGenderStereotypes!

Career choices

A woman firefighter rescuing a lady in a fire with caption 'Unexpected?'

What comes to mind when you see a woman firefighter? Do you see anything unexpected?

Gender stereotypes and biases are built into people’s minds from as early as childhood. From the skills we acquire as children to what we study in school and the careers we pursue, stereotypical expectations for women and men, girls and boys, can limit our aspirations, choices, and freedom. Therefore, we need to question what is due to free choice; and what is due to our stereotypes.

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Work-life balance

A working father dressed in a suit combing and styling the hair of his daughter with caption 'Unusual?'

What comes to mind when you see a working father doing the hair of his daughter? Do you see anything unusual?

The roles and responsibilities of men and women in their families and jobs are determined not only by their free choices but also by gender stereotypes. Striving for gender balance in the workplace, at home, and in society requires broadening one's perspective on these issues, by challenging conventional norms and beliefs.

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Decision-making

A female President decorating a high-ranking military woman with caption 'Surprising?'

What comes to mind when you see a female president decorating a high-ranking military woman? Do you see anything surprising?

Women continue to be underrepresented in decision-making positions in all areas, and this is partly due to gender stereotypes. But in business, politics, and society as a whole, we can only reach our full potential if we use all of our talent and diversity. Using only half of the population delivers only half of the ideas and energy. We need to tackle the stereotypes that prevent women from rising to positions of leadership.

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Look beyond the figures

44% of Europeans think that the most important role of a woman is to take care of her home and family.

36% is how much less women overall earn on average compared to men.

8% of CEOs in large listed companies in the EU are women.

Sources:
Special Eurobarometer 465: Gender Equality 2017
EUROSTAT Gender Overall Earning Statistics Database
EIGE Gender Statistics Database

Let’s act together!

Do you want to challenge stereotypes and help promote gender equality?
To help raise awareness about this topic, share the campaign materials with the hashtag #EndGenderStereotypes.

Everyone has the power to bring about change!

Digital kit - Life Choices