This article asks: How do professionals collectively remember and respond to public appreciation directed at their work and how does this evolve over time? To do so, this study undertakes a socio-cultural exploration of Clap for Carers (CfC), the UK COVID-19 public tribute via an audience based longitudinal analysis of 123 interviews with 53 Critical Care Nurses’ (CCNs) reception and response to a unique form of appreciation. Reception included appreciative positive emotional responses but also disillusionment and unease with their memories of CfC’s duration and authenticity. The article contributes: I) a longitudinal and socio-cultural exploration of collective memory of a profession in regard to public appreciation; ii) a new concept of professional collective memory that can help us to understand the role that memory plays in shaping a profession’s view of itself in relation to society; iii) lessons to the government and the public in terms of how collective professional memory and cultural appreciation is delivered and understood and lessons to support other professions to build unity around political messages of change in search of things like better pay and working conditions.
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