Colouring the Future: How the National Trust Is Championing South Asian Narratives

How can heritage organisations stay relevant in an increasingly diverse society? The National Trust, a cornerstone of British cultural and natural heritage for over 130 years, is embarking on a bold journey to reimagine its spaces through the lens of South Asian narratives. Recognising the need to reach beyond its traditional audience of middle-aged, middle-class white visitors, the Trust is pioneering inclusive approaches to engage with new generations of supporters.

At the recent MuseumNext conference, Nisha Nath, Head of Brand and Creative at the National Trust, and Chris Tutt, Communications and Marketing Lead, shared insights into one such initiative: “Colour the Mind”. Designed for South Asian Heritage Month, the project celebrates South Asian stories within the context of the National Trust’s collections and demonstrates how cultural institutions can embrace inclusivity in meaningful ways.

Understanding the Audience

In recent years, the National Trust has faced a critical challenge: to make its brand relevant to younger, more diverse audiences. Traditional marketing efforts, focused on transactional outcomes like repeat visits and donations, primarily resonated with an audience that already knew the organisation well. However, as Chris Tutt explained, broad brush propositions and appeals to their existing base would no longer suffice.

Extensive brand research revealed opportunities to connect with underrepresented groups who shared certain traits with the existing audience—curiosity, affluence, and a connection to their own heritage. This understanding laid the foundation for a new approach: one rooted not in the Trust’s interpretation of history, but in the lived experiences and cultural narratives of these communities.

Introducing “Colour the Mind”

The “Colour the Mind” project emerged as a creative response to this research. Centred on South Asian culture, the initiative sought to reinterpret National Trust collections in ways that felt authentic and empowering. Music was chosen as the medium to bridge these narratives, reflecting its role as a universal connector and a powerful expression of identity for many British South Asians.

To bring the project to life, the National Trust collaborated with DJPun1t, a DJ, producer, and cultural commentator. DJPun1t brought a deeply personal perspective to the initiative. He explored three objects from the Trust’s collections, each representing a unique connection to South Asian heritage:

1. A manuscript containing an ivory figure of Saraswati, the Hindu goddess of knowledge, creativity, and music, housed at Kedleston Hall in Derbyshire.
2. A hand-carved rubab, a traditional stringed instrument originating from Afghanistan, located at Fenton House in London.
3. A vinyl record of Apache Indian’s “Boom Shack-A-Lak”, a cultural fusion of reggae and grime, held at The Children’s Country House in Sudbury.

These objects, chosen by DJPun1t for their personal resonance, served as the inspiration for a 45-minute playlist. Each 15-minute segment was designed to evoke an emotional connection to one of the artefacts, taking listeners on a journey through history, culture, and identity. The playlist, also titled “Colour the Mind,” is available on Spotify and quickly gained traction, achieving over 8,000 clicks and reaching an audience of 5.4 million.

Bringing Heritage to Life

While the playlist connected with audiences on their own terms—whether on the tube, during the school run, or on a walk—its success paved the way for a live experience. Partnering with Outdoor Places, Unusual Spaces, a Birmingham-based events organisation, the National Trust hosted a vibrant evening at Wightwick Manor in Wolverhampton.

The event welcomed over 200 attendees, including intergenerational family groups and first-time visitors. It featured two key segments:

1. A panel discussion with South Asian voices, including DJPun1t, National Trust curators, and local contributors. The panel explored the challenges and opportunities of presenting South Asian narratives within National Trust spaces, offering personal insights into the journey of reinterpreting historical collections.
2. A celebratory atmosphere, complete with live DJ performances, dancing, and traditional food. This portion of the event demonstrated how heritage sites could serve as dynamic spaces for both serious dialogue and joyous community celebration.

The evening struck a balance between thoughtfulness and festivity, showing how cultural heritage can foster pride and creativity in underrepresented communities.

Lessons for Museums

The success of “Colour the Mind” offers valuable insights for museums and heritage organisations striving to engage more diverse audiences. By focusing on authentic connections and sharing authority over narratives, the National Trust has demonstrated the power of inclusivity to reinvigorate heritage spaces. Here are three takeaways for museums:

1. Meet Audiences Where They Are: Understand the values, experiences, and cultural touchpoints of your target audiences. Tailor propositions that empower their stories rather than imposing a singular interpretation.
2. Embrace Creativity: Whether through music, live events, or other artistic mediums, find innovative ways to make collections resonate with modern audiences.
3. Foster Collaboration: Work with community leaders, artists, and influencers who can serve as authentic voices, bridging gaps between institutions and underrepresented groups.

As Nath and Tutt highlighted, inclusivity is not about erasing history but reimagining it. By giving space for diverse narratives to shine, heritage organisations can ensure their relevance to future generations.

A Blueprint for the Future

The National Trust’s “Colour the Mind” project serves as a timely reminder for the museum sector: the stories we tell and the voices we amplify shape the way heritage is understood and valued. By embracing bold initiatives like this, museums and cultural institutions can create spaces where all communities feel seen, heard, and celebrated.

As DJPun1t reflected during the project, “We’re not just British or just Asian—we’re an amalgamation of all the cultures that surround us.” It is this blend of identities that makes heritage so dynamic and compelling. Through projects like “Colour the Mind,” the National Trust is not only rewriting history but colouring the future.