The future is female, the future is diverse: perceptions of young female talents on their future in the (German) event industry

Abstract

ABSTRACT While critical debates around equality have recently increased in industry-led discussions, empirical research on gender-related hurdles in the German event industry remains scarce. At the same time, and due to the COVID-19 crisis, the event industry appears to be losing appeal to young people. Semi-structured interviews with female alumni from an event-related study programme in Germany were conducted to analyse the gender-related hurdles they have encountered since starting to work in the industry. The main challenges pertained to the masculine work culture; the glass ceiling; gendered stereotyping; and the difficulties of combining work and family life. Facilitators were their own motivation; mentoring; role models; and support from others. While COVID-19 heavily affected the German event industry, the interviewees regarded the resulting transformation as a chance. The findings can contribute to an increased understanding of gender-related constraints and to help shape a diverse industry as an attractive field of future employment.