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Stereotypes Study

Exploring the stereotypes attached to South Asian Muslims in the UK

Why this is important

With over 3.4 million Muslim people in the UK, it’s fair to say the face of Britain is changing. Brands need to acknowledge this, which is why we created the S̶t̶e̶r̶e̶o̶types Study.

What we did

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To understand what it really means to be Muslim in the UK, we commissioned a survey of 1,000 Muslims. We already knew that distinct food & drink consumption patterns are intertwined with Muslim beliefs, so a large part of our study is about uncovering what opportunities this can provide brands in this industry. 

Of course, we couldn’t stop there. As a country, we have seen our sense of ‘Britishness’ shift at the hands of a dividing Brexit result. Therefore we pose the all important question: Do you consider yourself British? 

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