Autocorrected Pay Gap: National campaign to correct the bias of Britain’s ethnicity pay gap

Autocorrected Pay Gap: National campaign to correct the bias of Britain’s ethnicity pay gap

Helping to highlight and correct subconscious bias.

Non-profit People Like Us is highlighting autocorrect bias when it comes to names, often leading to misidentification and a sense of exclusion for individuals with diverse names. 

Its latest campaign uses this insight to help correct the pay gap between ethnicities. 

Its national ‘Autocorrected Pay Gap’ campaign is now live across multiple locations in the cities of London and Edinburgh. The campaign uses real autocorrect examples to highlight that subconscious bias in favour of English-heritage names affects everything from autocorrect to your monthly pay packet.

People Like Us works to address established inequity by creating accountability and tackling the ethnicity pay gap, campaigning for workplace equality and mandatory pay gap reporting.

In 2022, People Like Us' research showed workers from Black, Asian, Mixed Race and minority ethnic backgrounds are paid 16% less than their white counterparts. It also found that two thirds (67%) of racially diverse working professionals polled said they have had reason to believe that a white colleague doing the same job as them was on a higher salary. A quarter (24%) said they suspected the disparity in pay was up to £5,000, meaning people of colour could be losing out on £255,000 of earnings in a working lifetime due to the stark ethnic pay gap.

The call to action across all the ‘Autocorrected’ executions leads to a petition that’s asking the government to introduce mandatory ethnicity pay gap reporting. The campaign is the latest installment of work created in partnership with independent creative agency, Worth Your While.

Sheeraz Gulsher, co-founder of People Like Us commented: “The problem with these types of clunky, and often, offensive autocorrections is that it perpetuates the myth that non-Anglophone names are foreign and difficult to pronounce. It reinforces a homogenous culture that excludes individuals with diverse backgrounds and undermines the efforts of organizations to promote diversity and inclusion in the workplace. Anyone with a diverse name can give you examples of it. Ayan becomes Alan, Rishi becomes Rich and so on.

“And if your name gets autocorrected by default, your salary might also default to the national average of 16% less – a reality experienced by people of ethnically diverse backgrounds.”

Tim Pashen, creative director, Worth Your While adds: “Autocorrect is a set of defaults designed to help users communicate seamlessly, but this comes at the expense of others, contributing to a devaluation of those with diverse names. Considering it’s built into the tech working professionals use to communicate, this felt like a rich tension to explore when it comes to highlighting the ethnicity pay gap, experienced by UK working professionals from diverse backgrounds.”


Client: People Like Us
Darain Faraz
Sheeraz Gulsher
Creative Agency:
Worth Your While
Morten Ingemann
Creative Director:
Tim Pashen
Creative Director:
Lukas Lund
Design Director:
Carl Angelo
Malou Ruotsalainen
: Jakob Hjulström
Art Director:
Alexander Winge Leisner
Strategic Director:
Tim Healey
Head of Accounts:
Sofia Brockenhuus-Schack
Media Company:
JC Decaux

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