VE Day is one of the most recognised dates in Britain’s national calendar. Yet new research by Royal British Veterans Enterprise (RBVE) suggests its meaning is increasingly misunderstood, contributing to a growing disconnect between remembrance and the realities of service today.
Polling conducted by Opinium for RBVE reveals that one in three Britons cannot correctly identify what VE Day commemorates, with understanding falling sharply among younger generations. While 63% of the public recognise VE Day as marking the end of the Second World War in Europe, that figure drops to just 34% among Gen Z. At the same time, 60% of people say VE Day is not talked about or taught enough, suggesting a moment of remembrance at risk of losing its relevance.
This lack of understanding extends beyond history. Just 23% of the public believe younger generations understand the experiences of veterans today, despite the overwhelming majority supporting access to jobs, homes, and communities for those who have served. VE Day remains powerful, but increasingly disconnected from the people still living with the impact of service long after 1945.
Still Serving is RBVE’s response to that gap.
Created in partnership with world‑renowned photographer Rankin, the campaign places today’s veterans back into the national story of service. The series features nine men and women supported by RBVE, ranging in age from 18 to 100, representing the generations that have served since VE Day. They are veterans who work in RBVE’s social enterprise, live in its village, or have rebuilt their lives through the Lifeworks programme.
RBVE works every day with veterans navigating the realities of life after service. Mental health and the transition to civilian life are consistently highlighted as the biggest challenges veterans face, but RBVE also sees what is possible when the right support is in place. By creating jobs, providing homes, and building communities, veterans from every generation are rebuilding independent and fulfilling lives.
Lisa Farmer OBE, Chief Executive of RBVE, said:
“The ‘Tommy’ silhouette is an important part of RBVE’s identity because it represents everyone who has served or is still serving — not just the past, but the generations who continue to live with the impact of service today.
“Working with Rankin allows us to show this in a powerful and human way. His portraits reveal the people behind the symbol and the stories that are often overlooked, especially among those who served after 1945. It reminds the public that there are veterans from every era who still need support, and that RBVE is here for all of them.”
“At RBVE, our mission is simple: to help veterans build independent, fulfilling lives after service by creating jobs, providing homes, and building communities. This campaign brings that mission into focus.”
Still Serving is not about rewriting history but expanding it by using VE Day as a moment not only to look back, but to recognise those who have served since 1945 and those who are still living with the impact of service today.
This is what service looks like now.
