US VS THEM:
THE DANGERS
OF BINARY BIAS

Messi or Ronaldo? Coke or Pepsi? Pro-life or pro-choice? From political issues and social debates to fan allegiances and personal tastes, we often see our choices as black and white.

This tendency to reduce most things to two options can be helpful in some instances. But there’s a danger that our “binary bias” may be impairing our decision-making and causing more damage than we realise.