This paper explores how place and gender relations influence young people's ways of formulating their struggles and negotiations related to education, work, family, everyday life and achievement of certain life goals. In addition, the paper examines key municipal officials' viewpoints, opening up a space for exchange and development at the interface of policy actions and young people's embodied lives. It is shown that young men and women alike are aware of the challenge to deconstruct hegemonic notions of gender. The focus is on societal changes and young people's educational and work strategies in Dalarna, Central Sweden. Historically, this county was dependent on steel, iron and paper industries: traditionally male employment sectors. Transformation of the labour market is involving new trends and expectations. A result is that gender relations associated with place‐specific, as well as general, assumptions about masculinity and femininity are becoming increasingly fluid while their discursive strength remains.