Polarisation may dominate headlines, but in the world of work, the challenge is more nuanced. Attitudes to fairness, inclusion and merit are evolving, and not always in the same direction. Employers face rising pressure to meet diverse expectations, but the goal remains the same: to build hiring systems that earn trust and reward talent. At Tribepad, we wanted to move beyond headlines and into lived attitudes.
In our latest Stop The Bias research, we set out to understand how attitudes towards inclusion and fairness are shifting, particularly in the wake of global headlines like the US government’s recent restrictions on DEI for federal contractors.
We spoke to over 1,000 adults across the UK to explore how people think about inclusive hiring, and what they want from employers. The results reveal a nation divided not just by geography or gender, but by generation. They also show how complex and often contradictory feelings about fairness are, especially among younger workers.
Younger workers aren’t just more comfortable with inclusion – they expect it.
42% of 18 to 34 year olds say a clear DEI policy makes them feel more confident about applying for a job, compared to just 24% of those aged 55 to 64.
Similarly, diverse leadership matters to 27% of younger respondents but only 18% of their older counterparts. Inclusive language in job ads is another signal younger jobseekers look for. And while anonymous applications are appreciated across all ages, younger groups are still more likely to see them as valuable.
But while younger people tend to support DEI more visibly, they are also divided on the idea of merit. When asked if candidates should be hired solely on merit, without considering diversity, 82% of over-65s said yes. Among 18 to 24 year olds, that figure drops to 58%. And when presented with a scenario where a minority and non-minority candidate are equally qualified, older respondents overwhelmingly support equal treatment. Among those aged 65+, 93% believe both should have an equal chance. In the youngest cohort, that figure is just 60%. Instead, 16% of this age thought the minority candidate should take priority, but 17% felt the non-minority candidate should be appointed. The rest simply couldn’t decide.
This tells us that younger people are grappling with difficult questions. They understand that bias exists. They want to address inequality. But they also want to be confident that everyone is being given a fair shot. That tension is the space where leadership is needed most. Fairness and merit are not opposites, they are interdependent. The real task for employers is designing systems that reinforce both, consistently and transparently.
Overall, 65% of respondents said misogynistic influencers like Andrew Tate are harmful to society.
That figure rises to 38% of women who see such figures as an extremely serious problem, compared to just 24% of men. Encouragingly, 77% of respondents said companies should be allowed to refuse jobs to people who promote misogynistic, racist or extremist views.
On the issue of DEI policy, public opinion is clear. Despite developments in the US, only 14% believe British employers should roll back DEI efforts. In fact, 36% say such efforts should be strengthened, rising to nearly half of those aged 18 to 34. There is public appetite for inclusion and it is especially strong in younger generations.
As employers it would be easy to feel stuck between competing expectations but there is a clear path forward. People want fairness. They want systems that reward talent and remove bias. True inclusion does not mean abandoning merit. It means levelling the playing field so that everyone, regardless of their background, has a genuine chance to succeed.
In talent acquisition we have a responsibility to respond with empathy, not dogma. Policies alone will not build trust. Nor will corporate slogans. What matters is action. The tools we use, the language we choose, the leadership we model. That is how we create environments where fairness and inclusion are not at odds, but aligned.
At Tribepad, we have always believed that recruitment should be fairer, faster and better for everyone. Our latest research is not just data, it is a call to listen. To understand the hopes and hesitations of today’s workforce. And to use that insight to build hiring systems that work for all.
We know many employers are facing pressure to downplay their DEI efforts. But we also know that inclusion is not just ethical, it is essential. It leads to stronger teams, better decisions, and more resilient organisations. More importantly, it changes lives.
That is why we have published Stop The Bias: Action!, our practical guide to fairer recruitment. We hope it helps. Because your leadership matters, and the choices you make today will shape what opportunity looks like tomorrow.
