Imperial War Museum Faces Criticism for Shifting Focus to Younger Audiences
Accusations of 'turning its back on the past' arise as the museum seeks to engage contemporary visitors with recent conflicts.
The Imperial War Museum (IWM) is facing criticism for its strategy to attract younger visitors by focusing on more recent conflicts, a move some describe as 'turning its back on the past.' The museum has engaged a consultancy firm to develop new exhibitions and displays aimed at 'contemporary audiences,' prioritizing conflicts within living memory.
This strategic shift follows the museum's earlier decision to close the Lord Ashcroft Gallery, which housed the world's largest collection of Victoria Crosses. The IWM's three-year plan for 2026-2029 outlines new displays that will cover the Cold War, Falklands War, and the conflicts in Iraq and Afghanistan, alongside temporary exhibitions exploring lesser-known stories.
According to the IWM Corporate Plan 2025-2028, executives stated there is a 'growing public misunderstanding about what the IWM does and why it exists.' The report suggests this is partly due to an increasing number of people having no direct connection to individuals who experienced the First or Second World Wars or post-1945 conflicts.
London-based design and brand consultancy Johnson Banks has been contracted to refresh the IWM's visual identity and tone of voice.
Lord Ashcroft, whose collection of VCs was displayed in the now-closed gallery, expressed his disappointment, calling the decision 'baffling.' He stated, 'The IWM continues to turn its back on the past. Spending money in the pursuit of younger visitors means nothing unless you have something to offer young people.' He added, 'In my experience, the heroic actions of those who have gone before remain endlessly fascinating. It is sad to see a great institution so diminished.'
A spokesperson for the IWM affirmed that telling the stories of the First and Second World Wars remains central to its mission. The 'Vision & Purpose' project, they explained, aims to ensure these stories and those of contemporary conflicts continue to resonate with future generations. The goal is to communicate more clearly why the IWM matters and the enduring relevance of the lessons from conflict. The museum aims for all visitors, from veterans to families and schools, to feel a sense of belonging.