The typical actuation mode of a dielectric elastomer membrane subjected to an electric field across its thickness is in-plane expansion. We show that, by selecting properly the contrast between phases (i.e. shear moduli and permittivity ratios), a hierarchical laminate may display longitudinal contraction when actuated in the same way. In particular, simple and second rank laminates are investigated. The latter performs in general better; however, we provide a guideline on how to optimize the microstructure to limit the values of the contrast parameters at which the new ‘non-conventional’ mode becomes available. As the requirements in terms of permittivity ratio of the two phases are somewhat extreme, we review the availability of materials...