The not so sweet-spot: Between belonging and backlash 

Sania Haq says inclusive research can help ensure that diversity remains a source of strength, not division.

colourful jenga pieces

I have never questioned my work or the need to amplify diverse voices — until last summer. Since the UK riots, I have spent much time contemplating what to do. Will championing inclusion and equality benefit marginalised communities, or will it inadvertently harm them? Knowledge is power, but in the wrong hands, it can be misrepresented and weaponised against the very communities we aim to support.

I still don’t have all the answers, but I know one thing with certainty: research can help us navigate these challenging times.

My work in inclusive research and the training I run for the Market Research Society (MRS) are grounded in our sector’s Manifesto for Opportunity — giving everyone an opportunity to participate, whether as researchers or participants, and providing “People a Voice to Power.”  

As defined by the Office for National Statistics (ONS), this involves improving our research approaches for population groups “at greater risk of disadvantage, discrimination, or marginalisation.” It’s about ensuring that everyone has an opportunity to thrive, especially those most at risk of being left behind.

Data from the ONS ( 2020 ) shows that just as many Asian ( 85%) and black ( 86%) people feel “fairly or very strongly” that they belong to Britain as do white people ( 84%). These figures suggest a shared sense of belonging across racial and ethnic groups. Yet, this summer, many of us questioned that reality for the first time. Perhaps we feel we belong, but does society feel the same about us?

Thankfully, we managed to navigate past the riots, but we must ask: Did things return to normal too easily? What lies beneath the surface — the societal fault lines — could flare up again at any moment.

The nature of diverse societies

This is the nature of diverse societies — they must be actively managed. Having worked in diversity my whole career, I know it requires constant understanding and engagement. We see waves of support, followed by inevitable backlash. Often, that backlash has little to do with diverse communities themselves; instead, it stems from the challenges other groups face in their own lives. Mobilising people around identity is, unfortunately, all too easy, which is why “us vs. them” narratives often take hold. 

Over the summer, I conducted research with diverse communities and experts in the UK. While many were unsurprised by the tensions simmering beneath the surface, the fear and seriousness of the situation were unparalleled. Particular concerns emerged around the role of polarising and biased media narratives, especially when amplified by the rapid spread of misinformation on social media. This combination makes tensions feel not only inevitable but also potentially more frequent.

The power of identity and culture

Identity matters deeply to people — it provides a sense of belonging, meaning, and community. We must honour this. Allowing people to express their identities in their own ways fosters a healthier, more cohesive society.

As someone who works in South Asian music and is part of the management team at BollyCo, a dance and entertainment company celebrating South Asian culture, I see daily how culture is thriving. These spaces are not only about celebration but also about reclaiming narratives and creating platforms for diverse communities to be seen and heard. We are also witnessing many shifts today — on social media, in music, and in entertainment—driven by global cultural trends.

Better understanding these cultural shifts, along with their opportunities and challenges, was a driving force behind Qulture Qanvas, a research company I launched last year with Asim Burney and Riaz Marzban.

How brands can help

Brands and organisations have an important role to play in this ecosystem. They must navigate diversity with care, focusing on highlighting both similarities and differences without positioning people as problems to be solved. Ethnically diverse consumers are deeply engaged with culture and commerce, presenting a significant opportunity for brands that can capture their attention. For example, in the UK, where South Asians make up around one in 10 of the population, their influence on streaming and social media platforms is much higher than might be expected. South Asian music frequently features in “trending” charts and playlists.

This is not just about representation; it’s about building meaningful relationships. By investing in inclusive strategies that celebrate identity and culture, brands can foster long-term loyalty while also contributing to a more equitable society. Our research sector can play a critical role in guiding these efforts — helping brands identify opportunities, measure their impact, and implement strategies that balance cultural sensitivity with commercial success.

Fighting for what’s right

We don’t know what’s around the corner, but we cannot live in fear. As a sector, we must continue to fight for what is right: giving people a fair opportunity to thrive in society. However, with the ever-present concerns around backlash, we need to be even more careful about what we advise our clients and the implications for the communities we aim to represent.

That doesn’t mean slowing the positive momentum around inclusive research. Instead, it’s about ensuring we build in more checks and prioritise ethical considerations. Research has the power to create positive change, but only if it is executed thoughtfully and keeps the best interests of communities at its heart. By doing this, we can help ensure that diversity remains a source of strength, not division, and continue to move toward a fairer, more inclusive society.

Sania Haq is the founder of Bye 2 Stereotypes Consultancy

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