abstract
- 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. © 2025 Linh Duong, Ilia Gugenishvili, Malin Brännback and Jill Kickul