There is a gender gap regarding entrepreneurship in Germany: women are less likely to start new businesses than men. Addressing women with the topic of entrepreneurship using a images with women and addressing woman with gender-specific words in the German language is a success criterion for communication. There are also specific entrepreneurship related topics that are especially interesting for women.
Policy Brief "Entrepreneurship in Focus" | 2025 Content and communication channels for successfully addressing women with the topic of entrepreneurship
Gorynia-Pfeffer, N.; Baharian, A. (2025): Inhalte und Kommunikationskanäle für die erfolgreiche Ansprache von Frauen zum Thema Gründung, in: FGF-Forschungsnetzwerk Entrepreneurship, Innovation und Mittelstand e.V. und IfM Bonn: Policy Brief "Unternehmertum im Fokus" 3/25, Bonn.