Individual voices matter: Conformity bias and leadership in the UK tech industry

This research explores the perceptions of conformity bias in the UK tech industry and the role of leadership in addressing its impacts. Although past research has proposed different approaches to tackling the issues with unconscious bias (conformity bias included), they lack clarity on practical application, emphasise short-term outcomes, and overlook those in leadership positions. Despite having been identified since 1932, little is known about how to effectively address the negative impacts of conformity, understood as one’s tendency to make a decision caused by group pressure. Conformity bias can result in group think, stereotypes, outgroup exclusion, and discrimination. This can be seen in the tech sector and its lack of representation for marginalised groups.Qualitative semi-structured interviews with both managers and employees working in the UK Tech industry have revealed the existence of conformity, especially during the decision-making process and the need to reconsider the power dynamics within the workplace. With the use of grounded theory and thematic analysis, the study’s contribution to knowledge is evident in its exploration of conformity bias in an underexplored context of the UK tech sector. Besides what had been previously suggested in literature, this research discovered other driving factors for conformity, including: in-group inclusion and out-group exclusion, maintenance of harmony, attitude towards conflicts, and personal motives. Although this study was conducted in the UK Tech industry, it provides avenues for future research to explore these factors in other industries and settingsThis research also recommends the addition of lateral leadership to complement the existing hierarchical leadership approach within these tech organisations. This assists the development of collaborative norms, allowing for individual voices to be heard and respected, and reducing the experienced pressure to conform. This reconsideration in power dynamics can also address the reported issue with communication in these tech companies, such as the lack of transparency and collaboration; and create meaningful relationships among their workforces.