A feminist promise? Gender equality in the rhetoric of Ursula von der Leyen

The President of the European Commission plays a pivotal role in setting the agenda of the European Union. This is crucial for gender equality policy, given its horizontal nature. Gender equality policy requires coordination across multiple policy areas and navigation of often unclear competencies. Consequently, strong institutional leadership is essential to generate political momentum. Political speeches by the Commission President are a core instrument for setting the agenda and demonstrating commitment to an issue. Therefore, this article examines how the current Commission President, Ursula von der Leyen, framed gender equality policy during her first term in office, from 2019 to 2024. To understand how von der Leyen depicted gender equality policy, the article employs theoretical categories derived from concepts previously utilised by the European Commission. The analysis of the political speeches reveals a gap between the institutional ambitions of von der Leyen when she first became Commission President, as outlined in her initial inauguration speech, and the gender equality concepts advocated later. Overall, the initial rhetoric suggested a transformative and inclusive gender equality agenda, whereas later speeches on policy development tended to endorse more traditional ideas.