Previous research has demonstrated that emphasizing diversity within superordinate groups can either improve or impair subgroup relations. The present research investigated whether this can depend on the way in which diversity is activated. We activated diversity by presenting central or peripheral subgroups. We tested the effects on group-based conventionalism and subgroup attitudes within the superordinate group of "metal music fans". Participants were members of the (majority) subgroup of death metal fans. When the superordinate group’s diversity was activated with peripheral subgroups, death metal fans showed higher group-based conventionalism than in the condition in which central subgroups were presented. Group-based conventionalism mediated the relation between diversity activation and subgroup attitudes. Higher group-based conventionalism led to less positive subgroup attitudes (Experiments 1 and 2). However, this detrimental "back to the roots"-process did only occur for majority members who perceived a high overlap of their subgroup and the superordinate group (Experiment 2). Underlying factors of this process and practical implications for multicultural contexts are discussed.