NEWS29 March 2017

Blinc and Dads4Daughters test to help eradicate workplace gender inequality

Finance News Public Sector UK

UK – Media research specialist Blinc, working with Split Second research, have set up an implicit gender bias test using affective priming for the organisation, Dads4Daughters.

Fathers and daughters_crop

Fathers working at some of the UK’s largest organisations have been asked to take an unconscious bias test as part of a nationwide drive to eradicate gender inequality in the workplace.

March 15 was designated national Dads4Daughters Day, when fathers across the country were asked to take the gender bias test and pledge their commitment to greater equality in the workplace for current and future generations of daughters.

UBS, Aviva, Ernst & Young, Spencer Stuart and Accenture were among the firms embracing the campaign, which was also promoted by the Girls’ Schools Association (GSA). 

Inspired by the United Nation’s HeForShe initiative, Dads4Daughters aims to enlist fathers in achieving full gender equality in the workplace. It is based on the firm belief that fathers, not just mothers, are in a strong position to effect change.