Is Scotland too Scottish? National Identity as a Marketing Tactic
Scotland. What comes to mind? Maybe tartan, whiskey and golf? A kilted figure, bagpipes in hand, looking wistfully over beautiful glens? Anyone who has walked down any Scottish high-street can tell you that this idyllic view is a far cry from reality. Every country has its stereotypes, but after the Scottish Parliament reconvened in 1999 and calls for total independence by the SNP – a party that has been in power for 17 years – the question of national identity has never been more present in the Scots’ psyche. This article outlines how businesses use Scotland’s quest for an independent identity to their advantage and how this impacts those communities.
There is a relatively strong global profile for Scotland, thanks in part to movies like Braveheart, Brave, and Trainspotting, the romanticisation of the Highlands and the diaspora of Scots in the Antipodes and North America. According to the Scottish Government’s “Scottish Connections Framework” released in 2023, there are an estimated 40 million people who consider themselves a descendant of Scottish ancestry, serving as an engaged global audience. It’s no surprise then that tourism directly contributes to 5% of total GDP (Scottish Government, 2018). But is this tourism sold on the promise of an authentic Scotland or a dissimulated Celtic fairy tale? It’s a prickly thistle to grasp, especially when the Scottish Government promotes a civic and socially-democratic modern identity. The SNP are careful not to dip their toes in the topic of ethnicity, instead focusing on socio-economic elements to contrast a Conservative right-wing United Kingdom. This is surprising from a party founded on nationalism, as one could expect such a party to promote a voice rooted in tribalism. Instead, most scholars agree with the civic aspect of Scottish Nationalism (McCrone, 2001). But this may have done more harm than good. When their own devolved government pulls punches while promoting the country, it leaves Scots with a faded idea of national identity.
Instead, the weight is inadvertently pushed onto businesses to dictate the definition of ‘Scottishness’. Promoting stereotypes that tourists are familiar with will drive trade, but tourists may only be familiar with these stereotypes due to corporations using such values. So, what came first? It is a ‘chicken and egg’ situation (O’Shea, 1999), as the perception of Scotland is heavily influenced by the businesses within, and how they brand themselves. As tourism is such a large part of the GDP, the image of Scotland is a commercial and economic issue meaning a positive portrayal is directly correlated to positive economic development. Therefore, businesses are the key ingredient to forming and consolidating national identity. The risk, however, is that if these businesses continue to promote an out-dated and stereotypical image, then the country will continue to be perceived as ‘old-fashioned’. Conversely, if Scottish companies present themselves as modern, dynamic and innovative, the image of Scotland changes, which can attract more global engagement and investment. Yes, traditional imagery are values which consumers identify more closely with, but this conveys conflicting definitions of ideology and national identity.
This conflict becomes evident when investigating how consumers perceive today's Scotland. Research shows that "primary features with which the respondents identified related to recent developments in art and culture, whereas business and industry were seen to be less central to their conception of present-day Scotland." (Combes, Hibbert, Hogg, & Varey, 2001). The traditional symbols promoted by businesses are split from the actual identity that Scots embrace. The research continues to explain this disparity; “stereotypical images and established symbols used to signify Scottishness, particularly those that have a heavy presence in tourist 'hot spots' as souvenirs (e.g., tartan and whiskey), are not seen by consumers to represent the reality of everyday life.”. This highlights a critical issue: while these symbols are leveraged by businesses for profit, they risk sustaining an outdated image that does not resonate with modern Scottish selfhood. As Scotland navigates its path toward potential independence, the careful balance between leveraging historical symbols and promoting a contemporary identity will be crucial for fostering a unified and progressive national image.
Scotland’s struggle with national identity underscores a broader dilemma faced by many nations: how to balance historical symbolism with a modern image. For any country, the crux of the matter lies in managing these dual aspects of identity. On one hand, leveraging historical and cultural symbols can be economically positive, pulling in tourists and fostering a sense of nostalgia and heritage. On the other hand, an over-reliance on these symbols can render a nation’s image stagnant and out of touch with its current identity and values. Countries must navigate this balance carefully: by ensuring that the promotion of their national identity is inclusive of both historical reverence and modern innovation, they can create a cohesive and accurate identity. Ultimately, the goal should be to show an image that respects the past but also grows with the present. This approach ensures that national identity remains both unifying and progressive.
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