Organizational gender equality policies must address critical issues in organizations, as well as challenge hierarchies and the unequal distribution of power and resources. At the same time, they are reliant on acceptance by organizations when developing an official course of action. On the basis of a neo‐institutional perspective, this study investigates how gender equality discourses are disciplined so that they fit organizational expectations by maintaining the rationality myth of the organization. The empirical analysis of four Swiss organizations demonstrates that, although they intend to reduce gender inequalities, their gender equality policies are shaped by a logic of appropriateness that leads to a continuous reproduction of heteronormativity within gender equality policies. This study thus contributes to the understanding of how the logic of appropriateness protects the heteronormative matrix in organizations by disciplining gender equality discourses.

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