Henkel Italia and Eumetra present a new edition of the Gender and Stereotypes Observatory 2025*, which investigates the dreams, awareness and stereotypes of young people.

The new edition of the Observatory reveals a complex yet hopeful picture. Entitled ‘The Obstacles to the Dreams of Generation Alpha’, the survey reveals that nearly a third of girls aged 13–15 fear gender-related discrimination and discrimination related to parenthood. Nevertheless, their determination to fulfil their potential and pursue their dreams remains strong.

A generation that dreams big

Since its establishment in 2022, the Observatory has served as a platform to explore the influence of gender on everyday life and personal choices. Over the years, it has examined how stereotypes persist in shaping the distribution of roles within the family and other areas such as education, employment, and leisure.

The 2025 research, which was carried out with a sample of 1,840 adults and 500 pre-teens aged 13–15 and involved a qualitative analysis of certain groups of boys and girls, focuses on Generation Alpha. It provides a snapshot of ambitious young people who are aware of, and critical of, inequalities.

Big dreams, but also big obstacles

44% of girls and 39% of boys aged 13–15 say they have ambitious plans for the future.

While 71% of girls and 72% of boys feel supported by their families in pursuing their passions, confidence in their own abilities remains stronger among boys. For example, 78% of boys believe they can make an impact, compared to 70% of girls, and 21% of boys think they will succeed, compared to 16% of girls.

The differences become more pronounced when it comes to discrimination:

  • 28% of girls (compared to 9% of boys) fear experiencing gender discrimination in the workplace.
  • 31% of girls (compared to 8% of boys) fear being penalised if they become mothers.
  • 13% of girls think they will have to sacrifice their careers for their families, compared to 9% of boys.

These beliefs often originate within the family. Although fathers are increasingly involved in domestic life, young people still notice that mothers struggle more to balance work and their personal lives.

Role models? Mum and dad

Interestingly, there is a significant discrepancy between the perceptions of adults and young people. While 70% of adults believe that influencers are the primary role models for young people, only 2% of pre-teens spontaneously mention them as a source of inspiration.

Parents remain the real role models, seen as examples of personal satisfaction and fulfilment.

The Role of the Media and Language

Young people from Generation Alpha are critical of the way gender is represented in the media.

  • 84% of girls and 81% of boys think that women in films, TV series and adverts are chosen based solely on their beauty.
  • 77% of girls and 76% of boys believe that masculinity is still overly represented in terms of strength, courage and success, which causes discomfort.
  • In general, 75% of girls and 68% of boys believe that social media accentuates stereotypes.

When it comes to language, young people demonstrate sensitivity and pragmatism. In qualitative interviews, they express their opposition to the use of asterisks or schwa, advocating for a more fundamental shift towards language that is genuinely inclusive and respectful of differences.

Eumetra’s Commitment to Gender Equality

For Eumetra, the Observatory’s scientific partner since its first edition, this research is an important step in monitoring the country’s cultural evolution.

Listening to Generation Alpha enables us to understand how the aspirations and fears of young people are evolving, and how families and institutions can support them in building a fairer and more conscious future.

Eumetra is proud to support this initiative, particularly given its concrete commitment to gender equality. In October, Eumetra confirmed its Gender Equality Certification, demonstrating its ongoing commitment to an increasingly inclusive and equal workplace.

 

 

(*) Gender and Stereotypes Observatory, Methodological Note, Ed. 2025: The quantitative survey was conducted using the CAWI method via online questionnaires and involved 2,340 individuals. These included 1,040 adults from the DonnaD Amica Fidata community (a panel representative of the Italian population), as well as 800 adults and 500 pre-teens (aged 13–15) from other representative panels. The qualitative survey involved online group meetings with 20 boys and girls in their third year of lower secondary school or first year of upper secondary school.