The business case for reducing unconscious bias

Next time you board a train and are deciding where to sit, listen to your unconscious bias.

According to Justine James, Founder of Talentsmoothie, choices like these are based on personal values and beliefs, previous experiences, the life you have led and the people you have interacted with.

“Your brain filters this information, thin-splices the data and helps you make decisions,” she explains in an interview with Business Grapevine. “Without you even realising it. This is your unconscious bias in action.

“As humans, we are naturally drawn to ‘people like us’ (this is known as the PLU factor). We tend to have friends like us, work with people like us, and even live in the same streets as people like us.”