The Imperial War Museum has faced criticism for shifting its focus towards younger visitors by commissioning a consultancy firm to develop exhibitions centred on more recent conflicts rather than the First and Second World Wars. The decision follows significant controversy surrounding the museum's closure of the Lord Ashcroft Gallery in February 2025, which housed the world's largest collection of Victoria Crosses. The rebranding initiative reflects the institution's acknowledgement that growing numbers of visitors have no personal connection to the world wars or post-1945 conflicts.

Under its three-year plan for 2026–2029, the IWM plans to showcase conflicts within visitors' living memory, including the Cold War, Falkland War, and the Iraq and Afghanistan campaigns, alongside temporary exhibitions exploring underrepresented narratives. The museum engaged London-based design firm Johnson Banks to develop a refreshed visual identity and messaging strategy. Lord Ashcroft, who donated over 200 Victoria Cross medals and George Crosses to the gallery, has condemned the closure as the institution "turning its back on the past," arguing that historical heroism remains endlessly fascinating to audiences of all ages. Museum leadership counters that the Vision & Purpose project aims to ensure historical stories remain relevant to future generations and to clarify the institution's contemporary significance.