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Welcome to Same But Different

A full service Diversity, Equity and Inclusion consultancy

We help the brands of tomorrow build a more diverse and inclusive future in which we embrace each other's differences and celebrate our similarities.

How It Started

Despite spending years working for companies considered to be Diversity, Equity and Inclusion champions in the tech space, it was clear to our Founder- Polina Changuleva that the gap between our aspirational inclusive future and today's reality remains huge and it will take all of us to narrow. 

Creating a world in which we are all given the space and opportunity to tap into our version of extraordinary has always been something that drove Polina forward. 

Having navigated the corporate world in the UK as a woman and Bulgarian immigrant working in mostly male-heavy industries - Polina has always been determined to be the change she wants to see in the world. Wanting to use both her privilege and the stigma attached to being a minority ethnic for good, she created Same But Different Consultancy - a space where we embrace our differences and celebrate our similarities.

Brainstorming Session

What Makes Us Different

We meet you where you are and guide you all the way through

IT Consulting
Business Meeting
Business Meeting throught the Window

Award Winning Work

Lean on our award winning expertise to support your business and its people in creating a world without bias

Insider Knowledge

With the tech sector expanding 3x faster than the UK economy and its influence on every aspect of our daily lives, you can rely on our industry knowledge and in depth understanding of the challenges you face following years working for and with some of the biggest tech brands in the world


Let us use our first hand experiences for good. From leading Inclusion networks, creating and executing racial justice action plans, delivering 100s of hours of consultations and training and advising tech leaders on how to build inclusive workplaces to drive employee engagement - we have done it all

Where Do We Stand Today?


of tech workforce in UK is from Black, Asian and minority ethnic background (Diversity in Tech)


of employees believe their company needs to improve diversity of gender, race, and ethicity (Built In)


of businesses struggle to recruit diverse entry level talent (Mthree)


Despite 40% of 18-24 year olds considering a tech career, 71% say they have felt uncomfortable because of their gender, ethnicity, socio-economic background or neurodevelopmental condition (Built In)

Why care?


Diverse and inclusive organisations outperform industry norms by 35% (McKinsey)


Diverse companies more likely to capture new markets with additional 38% being able to make a better assessment of consumer interest and demand
(Built In + Catalyst)


Increase in creativity, innovation and openness when companies establish inclusive business cultures (Catalyst)


Of workers say a company's inclusion efforts are an important factor when choosing a company (Built In)

How We Can Help

Our Mission is to touch the lives of 1 million people globally through initiatives advancing and uplifting underrepresented communities by developing purpose-filled and impactful work that moves the world forward. We think you should join us! 

Here's how we can help you be more diverse, equitable and inclusive: 

Starting Point

Think essentials. Our starting point services are aimed at organisations looking to evaluate their current inclusion status and identify opportunities for improvement. 


  • DE&I Business Audit

  • DE&I Strategy 



If knowledge is power then our bespoke training workshops and talks are here to provide the practical tools and foundations to ignite social change within your organisation and beyond.


  • Talks & panels

  • Workshops

  • Safe Space Roundtables

Image by Brooke Cagle

Action Matter

It's what we call hands on help. Whether you need extra support in creating and executing Inclusion, Equity & Diversity strategies and practices that stick or more bespoke advice centred around your values and objectives, we are excited to help you spur into action that truly makes a difference.

  • DE&I consultancy

  • Inclusion Network set up and optimisation

  • Company Culture projects

  • Employee Engagement initiatives

Business Meeting

How We Support Communities


Non-Profit Work

  • Working with 50:50 Parliament to help more women progress into politics

  • Working with Ok Mentor to provide free training and mentorship for young women and minorities looking to break into creative industries 


Brand Partnerships

Supporting underrepresented founders and minority-led businesses on their brand partnership journey from A to Z by providing them with the tools, knowledge and resources to bring their visions to life and achieve more with less


Social Justice Initiatives

Over the last year we have worked with various organisations to create and run Impact Weeks and Social Justice events engaging thousands of people and supporting those in need - the homeless, refugees and the vulnerable

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Meet Our Founder

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Polina Changuleva

Polina is an award winning Diversity, Equity and Inclusion expert and the founder of Same But Different. 


Having previously led the Women’s Inclusion Network at Yahoo - one of the biggest names in tech, she has worked for some of the world’s biggest brands as a Cultural Advisor and Racial Justice advocate. 


Polina has continuously challenged the status quo when it comes to Diversity, Equity and Inclusion and continues to do so through her work at Same But Different Consultancy, 50:50 Parliament Diversity Committee and OK Mentor's Diversity Advisory Board.


Having spent the last decade working in media and tech, most recently as a Global Media Specialist for Xbox Advertising across 16 markets - Polina is a global expert and speaker on all things diversity and inclusion, tech and gaming.


Polina is also a winner of Management Today’s 35 under 35 and host of the Tap Into Extraordinary podcast.

What Our Partners Say About Us

Polina is a go-getter, a self-motivated leader that will take action at every turn to make the world a better place. She is very upfront about what matters; she will always raise the bar and ask what else can be improved to foster equality. She consistently finds occasions in her personal & professional time to create lasting impact on her wider community.


Every interaction I have had with Polina has been uplifting and has sparked inspiring exchanges that evolved to concrete actions. Thanks to Polina’s strategic mindset and long-term focus, we were able to address challenging topics and efficiently present them in a new light – bringing needed awareness and rousing the interest of many people on previously circumvented subjects.


You can count on Polina to not only show up and deliver, but to go above and beyond, shatter the ceiling and then some. I recommend Polina for any enterprising diversity & inclusion initiatives that require passion and persistence to be fully enabled.

Playing Games with Grandpa

Ready To Jump In?

Let today be the start of something great. Book a chat with our founder now! 

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