PEOPLE from black, Asian and minority ethnic backgrounds in Britain have been hit harder by job losses during the coronavirus crisis than the population as a whole, researchers have found.
The share of BAME people in employment fell to 67.4 per cent in April from 72.0 per cent in February, researchers from the University of Essex and other academic centres said.
That was a bigger drop than a decline to 79.4 per cent from 81.1 per cent for non-BAME people, they said, using data from the long-running Understanding Society survey led by the University of Essex.
People from ethnic minorities also face higher health risks from Covid-19, previously published research has shown. Black and Asian people in England are up to 50 per cent more likely to die after being infected, a Public Health England review said last week.
The employment report came as the global protests at the killing of George Floyd in Minneapolis have put renewed focus on the wider economic inequalities facing non-white people.
The research, which was first published on June 1, showed that fewer BAME people who reported a decline in hours worked had been put on the government's coronavirus job retention scheme than non-BAME people in the same situation.
"The BAME group is very heterogeneous and many questions remain unanswered," Paul Fisher, one of the academics who worked on the report, said.
"Which communities are being hardest hit? Can the different types of jobs done by different workers explain the pattern? These are questions which urgently need answering and further research is needed."
The study showed bigger increases of BAME people who were in arrears on their bills after seeing their incomes fall, and they were also more likely to have borrowed money as a way to mitigate their earnings losses.
The research showed that people with less education also suffered a bigger fall in employment than people with more qualifications. But the difference was not as marked as between BAME and non-BAME people.
In the US, too, data published last week showed joblessness among African Americans and Asians rose even as the overall unemployment rate dropped unexpectedly in May.
Meanwhile, a survey showed on Tuesday (9) that the outlook for Britain's labour market was at its bleakest for almost 30 years despite the easing lockdown,).
Employment consultancy ManpowerGroup revealed the outcome of a survey of 1,056 UK employers, which comes as Britain continues to relax its Covid-19 lockdown.
"Hiring intentions for the third quarter of 2020 are down to minus 12 percent, with a sharp drop across all major sectors," ManpowerGroup said in a statement, noting this was the worst level since it began the survey in 1992.
The so-called net employment outlook is calculated by subtracting the number of employers who want to cut staff from those wanting to hire staff.
On a more optimistic note, ManpowerGroup added that most UK businesses expected to return to normality over the next twelve months.
"Employers remain cautiously optimistic that this will be temporary with... 57 percent of employers expecting to return to pre-Covid-19 hiring levels by this time next year."
Mark Cahill, managing director of ManpowerGroup UK, noted the data showed "unprecedented" disruption from the disease, which has killed more than 40,000 in Britain.
"While there's no getting away from the challenges that lie ahead, the data underlines the resilience of UK employers," Cahill said.
He added: "The level of disruption is unprecedented and many will be looking closely at what happens next with how Covid-19 progresses, how consumers respond and what all this means for their own operations."
Recent official UK data also painted a dire picture of the current state of the labour market.
The number of Britons claiming jobless benefit soared nearly 70 percent in April to 2.1 million.
Unemployment claims surged by a record 856,000 from March, according to the Office for National Statistics.
Britain imposed a lockdown on March 23 to halt the spread of the virus, and launched a furlough jobs retention scheme under which the state temporarily pays the bulk of wages.
Jay's grandma’s popcorn from Gujarat is now selling out everywhere.
Ditched the influencer route and began posting hilarious videos online.
Available in Sweet Chai and Spicy Masala, all vegan and gluten-free
Jayspent 18 months on a list. Thousands of names. Influencers with follower counts that looked like phone numbers. He was going to launch his grandmother's popcorn the right way: send free bags, wait for posts, pray for traction. That's the playbook, right? That's what you do when you're a nobody selling something nobody asked for.
Then one interaction made him snap. The entitlement. The self-importance. The way some food blogger treated his family's recipe like a favour they were doing him. He looked at his spreadsheet. Closed it. Picked up his phone and decided to burn it all down.
Now he makes videos mocking the same people he was going to beg for help. Influencers weeping over the wrong luxury car. Creators demanding payment for chewing food on camera. Someone having a breakdown about ice cubes. And guess what? The internet ate it up. His popcorn keeps selling out. And from Gujarat, his grandmother's 60-year-old recipe is now moving units because her grandson got mad enough to be funny about it.
Jay’s grandma’s popcorn from Gujarat is now selling out everywhere Instagram/daadisnacks
The kitchen story
Daadi means grandmother in Hindi. Jay's daadi came to America from Gujarat decades ago. Every weekend, she made popcorn with the spices she grew up with, including cardamom, cinnamon, and chilli mixes. It was her way of keeping home close while living somewhere that didn't taste like it.
Jay wanted that in stores. Wanted brown faces in the snack aisle. It didn’t happen overnight. It took a couple of years to get from a family recipe to something they could actually sell. Everyone pitched in, including his grandmom, uncle, mum. The spices come from small local farmers. There are just two flavours for now, Sweet Chai and Spicy Masala. It’s all vegan and gluten-free, packed in bright bags that instantly feel South Asian.
The videos don't look like marketing. They look like someone venting at 11 PM after scrolling too long. He nails the nasal influencer voice. The fake sympathy. “I can’t believe this,” he says in that exaggerated influencer tone, “they gave me the cheaper car, only eighty grand instead of one-twenty.” That clip alone blew up, pulling in close to nine million views.
Most people don't know they're watching a snack brand. They think it's social commentary. Jay never calls himself an influencer. He says he’s a creator, period. There’s a difference, and he makes sure people know it. His TikTok has around three hundred thousand followers, Instagram about half that. The comments read like a sigh of relief, people fed up with fake polish, finally hearing someone say what everyone else was thinking.
This fits into something called deinfluencing; people pushing back against the buy-everything-trust-nobody cycle. But Jay's version has teeth. He's naming names, calling out the economics. Big venture money flows to chains with good lighting. Family businesses with actual stories get ignored because their content isn't slick enough.
Jay watched his New York neighbourhood change. Chains moved in. Influencers posted about places that had funding and were aesthetic. The old spots, the family ones, got left behind. His videos are about that gap. The erosion of local culture by money and aesthetics.
"Big chains and VC-funded businesses are promoted at the expense of local ones," he said. His content doesn't just roast influencers. It promotes other small food makers who can't afford to play the game. He positions Daadi as a defender of something real against something plastic.
And it's working. Not just philosophically. Financially. The videos drive traffic. People click through, try the popcorn, come back. The company can't keep stock. That's the proof.
Daadi popcorn features authentic Gujarat flavours like Sweet Chai and Spicy Masala, all vegan and gluten-free Daadi Snacks
The blowback
People unfollow because they think he's too harsh. Jay's take: "I would argue I need to be meaner."
In May, he posted that he's not chasing content creation money like most people at his follower count. "I post to speak my mind and help my family's snack biz." That's a different model. Most brands pay influencers to make everything look perfect. They chase viral polish, and Jay does the opposite. In fact, he weaponises rawness and treats criticism like a product feature.
The internet mostly backs him. Reddit threads light up with support. One commenter was "toxic influencers choking on their matcha lattes searching their Balenciaga bags." Another: "Influencers are boring and unoriginal and can get bent." The anger is shared. Jay simply gave it a microphone and a snack to buy.
Jay's success says something about where things are going. People are done with curated perfection. They can smell the artificiality now. They respond to brands that feel like humans rather than committees. Daadi doesn't sell aspiration. Doesn't sell a lifestyle. Sells popcorn and a point of view.
The quality matters, including the spices, the sourcing, and the family behind it. But the edge matters too. He’s not afraid to say what most brands tiptoe around. “We just show who we are,” Jay says. “No pretending, no gloss. People can feel that and that’s when they reach for the popcorn.”
Most small businesses can't afford to play the traditional game. Can't pay influencers. Can't hire agencies. Can't fake their way into feeds. Maybe they don't need to. Maybe honesty and humour can cut through if they're sharp enough. If the product backs it up. If the story is real and the person telling it isn't trying to sound like a PR script.
This started with a list Jay didn't use. The business took off the moment he stopped trying to play by the usual rules and started speaking his mind. Turns out, honesty sells. And yes, the popcorn really does taste good.
Daadi Snacks merch dropInstagram/daadisnacks
The question is whether this scales. Whether other small businesses watch this and realise they don't need to beg for attention from people who don't care. Right now, Daadi keeps selling out. People keep watching. The grandmother's recipe that was supposed to need influencer approval is doing fine without it. Better than fine. Turns out the most effective marketing strategy might just be giving a damn and not being afraid to show it.
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