Brand initiatives champion Gen Z interest in STEM careers

The following brands are encouraging Gen Zs to pursue careers in STEM, launching programs that increase learning around science, technology, engineering, and mathematics, and holding immersive experiences that help those in this generation to foster greater interest in these fields.


Skin care brand Olay wanted to help women shoot for the stars in its Make Space For Women campaign, which launched during the Super Bowl earlier this year. The commercial featured YouTuber and late night host Lilly Singh, actresses Busy Phillips and Taraji P. Henson, and retired astronaut Nicole Stott as space explorers. To support young women in STEM, Olay launched a digital campaign, promising to donate one dollar to the education non-profit Girls Who Code when users tagged @OlaySkin using the hashtag #MakeSpaceForWomen on Twitter between January 15th and February 3rd.


American swimmer and five-time Olympic gold medalist Katie Ledecky partnered with tech company Panasonic to launch an online education program called Dive Into STEM. The program for middle schoolers aims to encourage them to pursue careers in science, technology, engineering, and mathematics—fields in which women are often underrepresented. The initiative will launch in schools in five U.S. cities: Denver, San Francisco, Washington, D.C., Newark, and Reno. With the knowledge that young people value education, brands that can step up and provide this stand to win favor in their eyes.


Shell partnered with creative production company BrandBase to launch a STEM-themed festival for kids in the Netherlands called the Generation Discover Festival. The five-day outdoor event featured workshops that addressed topics such as next-gen cities, cybercrime, and robotics, as well as immersive exhibits, such as one all about the world’s energy. The festival culminated in a live science show and a DJ dance party for the young attendees. The event was attended by 35,000 visitors, and the number of children aspiring to a technical or scientific career jumped 36% after the festival.