Writing for The Times, Aviva Will addresses the role that unconscious bias plays in perpetuating the gender gap in law, offering The Equity Project as a pragmatic solution. Will points out that “men are often assessed on their potential, while women are assessed on their record,” which poses issues when women lawyers lose matters taken on contingency or with an alternative fee arrangement. She cites The Equity Project as a solution that “provides incentives to women to take on risk and to overcome unconscious biases”.

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