Project Status
Major Projects
Phase One
Š Needs assessment
Š Publication of book
Š Documentary treatment
Š Engineers/Educators
Leadership Summit
MEET THE TARGET AUDIENCE
Ge n e ration Y, Th e Ech o Boom e rs, Th
Mille
e n n ials
, Ge n e ration Ne xt, Ge n e ration WÉire d
High school age - born between 1987 and 1991
The offspring of Baby Boomer parents
In their lifetime, theyÕve experiencedÉ
O.J.
Clinton/Monica scandal
Columbine school shootings
A presidential election that failed to pick a winner
September 11th
Pop culture acceleration
Scandals of the Catholic Church
Increasingly independentÉ
Living with higher divorce rates
Living in single family homes
The most digitally savvy generation in American history
É
Nearly 9 of 10 have internet access
Significant time spent with television, and gaming devices
Culturally diverseÉ
While minorities make up 24 percent of baby boomers, they form 34 percent of Generation Y
What do they expect?É
Instant gratification - When I want it
Personalization - How I want it
To be in touch - Why I want it
6
WHAT WE LEARNED
What do high school girls think about engineering?
High school girls believe engineering is for people who love both math and science. They do not have an understanding of what
engineering is. They do not show an interest in the field nor do they think it isŅfor them.Ó
Is there a gender divide in engineering?
The common understanding among all audiences is that engineering is perceived as a manÕs profession and there is little to no
encouragement for girls to consider engineering.
What are career motivators for high school girls?
Professional interests for high school girls hinge upon relevance. Relevance incorporates that a job is rewarding, and it suggests that the
profession is for someone Ņlike me.ÓGirls want their job to be enjoy able, have a good working environment, make a difference, offer a
good salary , and be flexible.
Who are the career influencers for high school girls?
Parents, peers, educators and the media are reported to be key influencers and resources for information gathering.
What do the career influencers say about engineering?
Current engineering messages portray engineering as challenging and stress the importance of superior math and science abilities.
Messages do not include the benefits and rewards of being an engineer. These messages are not relevant for this audience.
What messages is the engineering community sending to high school students?
Current engineering messages tell the story that engineering is challenging and is math and science-based. These messages are not
relevant or familiar for this audience.
What messages about engineering will resonate with high school students?
High school girls react positively to personal and informational stories that tell more about the engineering lifesty le. They are
interested in learning how engineering aligns with their career motivators Ń enjoy able, good working environment, making a difference,
income, and flexibility . The most effective messages used examples that contained multiple career motivators.
16
DETAILED FINDINGS
What messages is the engineering community sending to high school students?
DISC O NNECT: C urre n t m e ssagin g abou t e n gine e ring is n ot align e d with k e y
m otivators for stu de n ts. Ne ith e r th e e m ph asis
Ņcuon
rricu lu m
Ón or th e
n otion ofŅa ch alle n ge
Óis re le van t for h igh sch ool girls.
HS Girls
- Enjoying what I do
- Good working environment
- Making a difference
- Good income
- Flexibility
Engineering Community
- It ’s a challenge
- Go for it! It ’s difficult but rewarding
- Use Math & Science to solve problems
14
Strategic Recommendations
Fundamental shift in the way engineering is portrayed
Facilitate a dialogue within engineering community
Develop and test messages that will resonate with high school girls
Create materials using these tested messages
Create training opportunities and resources for engineers
Create training opportunities and resources for teachers and school counselors
17
Girl Focused
Major Projects
Phase Two
Š Documentary
Š Web site
Š Outreach campaign
Š Engineer/Educator
workshops
Introduce a Girl to Engineering