The UK arm of global insurance group Zurich is to add an accent bias module into its unconscious bias training for staff after its research revealed many staff with regional accents fear they are disadvantaged in the workplace for the way they speak.

The study by Zurich UK reveals that more than a third of people with a regional accent feel judged for it at work (36%), with three in ten saying they feel the need to change or soften their accent in the office to sound ‘more professional’ (31%). One in seven (14%) have even gone as far as taking elocution lessons to avoid judgement.

The insurer said its findings show that accent bias remains a real issue in UK workplaces. One in seven people with a regional dialect have heard negative comments about the way they speak (13%) or have had their accent mimicked by a recruiter or hiring manager (13%). As a result, 16% suffer from ‘accent anxiety’ which prevents them from speaking up at work.

Commenting on the research, Steve Collinson, Chief HR and Sustainability Officer at Zurich UK, said: “As a proud Mancunian, I wear my heritage with pride. It’s disappointing that many of those with an accent feel that they can’t bring their authentic selves to work. When people feel the need to hold back or mask who they are, you never truly see their best as they remain guarded and in survival mode, rather than able to thrive.

“Those with more traditionally accepted and ‘polished’ accents may not always realise how different colleagues with stronger regional accents experience the workplace. That’s why education matters. We need to help people recognise unconscious bias, challenge stereotypes, and create environments where every voice – whatever the accent – is respected and valued.”

Zurich’s research found one in five respondents believe their accent has held them back in their career (19%) and made them feel less intelligent than their peers (also 19%).

Nearly a quarter feel most self-conscious about their accent in the workplace (23%), while a third felt people made assumptions about their character or job capability based on how they sound (32%).

Accent Bias Britain research shows attitudes to accents are largely unchanged from 50 years ago. Received Pronunciation (RP) continues to be seen as the most “professional” accent, despite growing awareness of accent bias.

In a survey of 2,000 adults, Received Pronunciation or Standard Southern British was rated the most suitable for the workplace (76%), followed by the Edinburgh lilt (61%). In contrast, the Liverpool (35%) and London Cockney (32%) accents were viewed as the least professional.

The most professional or ‘suitable for the workplace’ accents, according to UK adults: 

1. Received Pronunciation – 76%
2. Edinburgh – 61%
3. Welsh – 53%
4. Yorkshire – 49%
5. Northern Irish – 49%
6. Manchester – 47%
7. West Country – 46%
8. Newcastle – 43%
9. Glasgow – 42%
10. Birmingham – 37%
11. Liverpool – 35%
12. London (Cockney) – 32%

As a response to the results, Zurich UK is to add an accent bias module into its unconscious bias training for staff.

“This is in tandem with existing unconscious bias training for hiring managers, so that they can be aware of any unintentional barriers they might enable,” it explained. “The training module is being developed alongside Zurich’s Social Mobility Ambassadors, a team tasked with raising awareness and removing barriers to social mobility.”