Britishness: The millennial perspective

Like any identity, national identity is not one static concept. It may be described in various ways by different political, cultural and community leaders, but national identity is ultimately a fluid, evolving concept, shaped and formed on an ongoing basis by the people who self-define as part of a nation.

When we think of visualising national identity, there are a number common objects, images and motifs which often come to mind. But are these relevant in modern Britain or are they old-fashioned, cringeworthy stereotypes? And is the way we think about ourselves significantly different to the images we project to others?

What does “Britishness” really look like? That’s the question we put to millennials around the UK, including people born elsewhere. As well as verbal and online input, participants were asked to illustrate their ideas around identity, citizenship and belonging using visual objects and imagery. By encouraging people to discuss tangible objects, memories and experiences we sought to avoid an overly formal consultation process which risked positioning ‘experts’ against ‘others’, instead giving people a level playing field for peer-to-peer discussion.

Why millennials? One of the starkest observations from the 2016 referendum was the generational differences that it revealed, whether in relation to political behaviours, concepts of identity or attitudes towards macro social and economic trends and changes. Other projects from Common Vision have explored the drivers behind generational differences in attitudes towards Brexit, and why young people often don’t engage in conventional political debate. Of course, not all millennials are the same, but if we don’t engage with this group properly, how will we ever understand these nuances?

How can visual language be used to convey emotions, sentiments and ideals? And how does this apply to Britain as a country? We kickstarted conversations with iconic images, cultural references and everyday objects to question why some things are seen as “typically British”, and what this means for different understandings of national identity.

Are the stereotypes still relevant? When discussing ‘iconic’ imagery such as the Union Jack or the red double decker bus with our millennial participants, we found a range of responses — from pride, to embarrassment, to ambivalence. Although we wanted to move conversations beyond stereotypical or banal symbols such as the Union Jack, the Royal Family, or Britpop, almost no-one wanted to wholeheartedly reject the way we’ve expressed cultural heritage to date.

So, what does Britishness look like to millennials? There’s no one-size-fits-all. For some, Britishness is synonymous with behavioural traits or shared everyday experiences. For others, the concept of national identity invokes more uncomfortable reactions and criticisms of historic social structures and conventions. For others still, national identity strongly relates to memory and nostalgia, something that can become divisive but can also help us empathise with the experiences of others.Share an image or object on social media which represents what Britishness looks like to you. Be thoughtful, be creative, and if you have a sense of humour feel free to bring that to the party too.

Find us on Instagram https://www.instagram.com/millennial_labs/ and join in the conversation with the hashtag #RebrandingBritishness.

This article first appeared on the Millennial Labs Instazine, an Instagram-first magazine hosted by Common Vision. Our first Instazine edition draws on insights from Common Vision’s #RebrandingBritishness project, a year-long deliberative consultation with millennials across the UK on what “being British” means today. The project was supported by Sky Arts as part of the ART 50 documentary series which aired in 2019. Find out more: www.instagram.com/millennial_labs

Common Vision ( www.covi.org.uk ) is a think tank working to change the narrative around our shared future. We aim to revitalise public diplomacy by championing deliberative dialogue and encouraging established and new leaders to work together to turn collective social challenges into opportunities.