Q: I get most of my news through audio: via radio or podcasts. Lately I’ve noticed I have a different reaction to a discussion depending on whether the voice is male or female. I didn’t realize it but I tend to find a female high pitch voice annoying even when I agree with what she is saying. As a woman, this shocked me, and made me wonder whether this is an inherent bias we all have and if so, how it might negatively affects the way females leaders are perceived in the workplace.

A: I’m impressed that you’re self aware enough to pick up on what you’ve accurately described as an “inherent” bias the majority of us share.

We do indeed respond differently to voice based on gender. Marketers know that men’s voices sound more authoritative, women’s sound more friendly. Men tend to do voiceovers for movie trailers, important announcement and commercials for high ticket items like cars (even though women make 80% of buying decisions). Women are more likely to do voiceovers for household and family items.

For most of us, a lower pitch voice means authority and confidence, and apparently women have picked up on this. Over the past 50 years, women’s voices have dropped significantly. Studies have measured a generational shift to a lower vocal range for women in Australia, Sweden, the US and Canada. “Researchers speculated that the transformation reflects the rise of women to more prominent roles in society, leading them to adopt a deeper tone to project authority and dominance in the workplace.”

Perhaps ahead of her time, former UK prime minister Margaret Thatcher hired a professional voice coach to help her drop the pitch of her voice (by a massive 60Hz) to sound more authoritative.

So, why is it important for men and women in the workplace and elsewhere to be aware of this overlooked aspect of gender discrimination?

For two reasons: First, since this is a mostly subconscious “inherent” bias, it helps to be self-aware as listeners so we don’t miss out on good ideas and contributions because we’re being dismissive of the messenger. Second, so that women and young girls can decide to modulate their voice if they choose to. Because “Whether consciously or unconsciously, women appear to be adapting their vocal profile to suit the opportunities that are available to them today.”

©Copyright Eva Del Rio

Eva Del Rio is creator of HR Box™ – tools for small businesses and startups. Send questions to Eva@evadelrio.com