In Germany, Girls’ Day is a nationwide event that inspires girls to explore professional fields such as IT, science, economics and even politics. At commercetools, our CTO, Hajo Eichler, spearheaded our very own Girls’ Day events at the Berlin and Munich offices. In this interview, Hajo details the motivations behind this initiative and why it’s become so important for our company.
Did you know that in Germany, there is an annual event specifically dedicated to young girls where they are encouraged to explore careers in fields traditionally dominated by men? Through hands-on activities, workshops and company visits, girls gain insight into various professions, particularly in STEM (science, technology, engineering, and mathematics). The goal is to inspire and motivate young girls to consider future career paths that might otherwise be overlooked.
As a parent of an 11-year-old girl, I wholeheartedly support initiatives like Girls' Day. My daughter is a gamer, often surprising others with her skills and wit. While I admire her ability to excel in activities traditionally dominated by boys, I find it disheartening that her gender still comes as a surprise to many. It's a reminder of the gender boundaries that persist in industries like tech. Girls' Day offers an opportunity to challenge these stereotypes and inspire young girls to pursue their interests without limitations. It's a step toward a future where gender doesn't determine success or ability.
Given this, it's easy to see why I love this initiative! This is why I’m even more proud that my colleague and commercetools Chief Technology Officer, Hajo Eichler, launched our own Girls’ Day initiative years before I joined commercetools and continues to lead it today. In this short interview, I asked Hajo about how this started, why he feels strongly about this, and how else he thinks we can advance and encourage more girls into women leaders in STEM.
Hajo, when did you launch commercetools Girls’ Day initiative and what provoked this?
During my computer science studies, I found myself in a diverse group where men and women were equally represented as we all shared the same secondary subject of "theoretical medicine." This led me to reflect later on in my career during disparity discussions that not only is it important to attract equal gender representation, but it shouldn’t be difficult to do so in studies or the workforce. Becoming a father to three boys reignited my interest when I became involved in activities like boys’ and girls’ days.
Together with my children, I sought out opportunities to explore various domains, especially those typically associated with women, aiming to broaden their perspectives. In this journey, I came to realize that I could make a difference within my own profession by contributing to the creation of opportunities for the advancement of women in tech.
I firmly believe that exposure to STEM and general technical subjects should begin early in school, and thus, I advocate for tech companies to support initiatives like Girls' Day. By providing early exposure and encouragement, we can empower young girls to pursue careers in technology and contribute to building a more diverse and inclusive industry for the future.
We’re seeing mixed results across the globe when it comes to increasing the number of women working in STEM fields. Why do you think this is?
When you widen the lens and look at this topic from a global perspective, increasing the representation of women in STEM fields reveals a more nuanced picture. For example, fewer women are currently employed in STEM occupations compared to men, but there's a promising growth trend. Between 2011 and 2021, the number of women in the STEM workforce surged by an encouraging 31%.
In the EU, data shows that women constitute 41% of scientists and engineers — a notable presence, yet room for improvement persists. This sentiment is underscored when examining self-employed professionals in science, engineering, and information and communication technologies, where the figure dwindles to just over 25%. Now, when you look into education, things look more positive. Women tertiary education graduates in STEM fields accounted for 32.8% of total graduates in the EU — a modest increase of 0.3 percentage points from the previous year.
These figures reflect progress while also highlighting the ongoing need to foster an environment where women feel empowered to pursue and thrive in STEM careers.
How do the commercetools Girl’s Day initiatives provide practical ways to help inspire attendees to think about a career in STEM?
At commercetools, our commitment to initiatives like Girls’ Day is rooted in the belief that early exposure to technology can launch interest and inspire future successful careers in STEM fields. Jen, you’re the sponsor of our Women @ commercetools ERG initiatives, which is something I fully support and stand as an ally to nurture interest in tech from an early age.
In our Berlin office, we offer girls the opportunity to learn about coding by guiding them through the process of writing their own code using a calliope. Meanwhile, in Munich, we provide insight into the technical aspects of marketing, allowing visitors to explore how technology can bring messaging, campaigns and impactful products to life. Through these hands-on experiences, we aim to empower young minds and sow the seeds of curiosity that can blossom into fulfilling careers in STEM.
What advice would you give to other companies or schools looking to set up a similar initiative?
Chat with your colleagues about it! It's important to gather support, especially from female role models who can inspire girls. Remember, it's not just about parental support; we can all play a part in encouraging and empowering young minds. To ensure a memorable experience for participants, make sure your volunteers have the resources they need by allocating a proper budget.
Next, see if there are existing campaigns or events in your region that you can tap into, such as Girls’ Day, which is a nationwide event in Germany. If not, reach out to parents with children in schools to establish connections with relevant teachers and explore opportunities to collaborate.
If hosting your own Girls' Day isn't feasible, you can still make an impact by supporting non-profit organizations like tech4girls.de based in Berlin. By sponsoring them, we enable them to conduct workshops, camps, and online courses for girls, providing invaluable opportunities for them to learn tech skills and beyond.
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Jen Jones is the Chief Marketing Officer at commercetools, the leading digital commerce provider behind some of the largest and most innovative global brands such as Lululemon, Sephora, L.L. Bean, Audi, and Ulta. She oversees commercetools’ global brand, marketing, and corporate communications efforts