This paper employs the concepts of gender norms and agency to advance understanding of inclusive agricultural innovation processes and their contributions to empowerment and poverty reduction at the village level. Is presented a community typology informed by normative influences on how people assess conditions and trends for village women and men to make important decisions (or to exercise agency) and for local households to escape poverty.

What are key characteristics of rural innovators? How are their experiences similar for women and men, and how are they different? To examine these questions, this study draw on individual interviews with 336 rural women and men known in their communities for trying out new things in agriculture. The data form part of 84 GENNOVATE community case studies from 19 countries. Building on study participants’ own reflections and experiences with innovation in their agricultural livelihoods, we combine variable-oriented analysis and analysis of specific individuals’ lived experience.

Based on 25 case studies from the global comparative study ‘GENNOVATE: Enabling gender equality in agricultural and environmental innovation’, this paper explores rural young women’s and men’s occupational aspirations and trajectories in India, Mali, Malawi, Morocco, Mexico, Nigeria, and the Philippines. The study draw upon qualitative data from 50 sex-segregated focus groups with the youth to show that across the study’s regional contexts, young rural women and men predominantly aspire for formal blue and white-collar jobs