Despite numerous measures intended to enhance gender equality, gender-specific study and career choices remain a persistent concern for policymakers and academics globally. We contribute to the literature on gendered career choices by focusing on explicitly stated parental preferences for their children’s occupations, using a large-scale randomized survey experiment with 5940 adults in Switzerland. Adolescents consistently name their parents as the most influential factor in career decisions, motivating the focus on parents (and hypothetical parents). In the experiment, respondents are presented with a realistic choice scenario in which they must advise on two proposed apprenticeships for their hypothetical daughter or son. The experiment randomly selects the occupations from 105 pairs, without disclosing their gender distribution. Results show that adults are gender neutral when advising a daughter but have a pronounced preference for male-dominated occupations when advising sons. The latter are found across all ages of adults and for parents and non-parents. © The Author(s) 2025.
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