Unless you’ve been living under a rock, you can’t have failed to see at least some of the media commentary on ongoing cuts to funding for cultural heritage (which I’m broadly defining as including intangible heritage, historic built environment, and archaeological investigation) . You might think, so what? Why is Culture important when the British economy shrank by 1.5% in the first quarter of 2021? Isn’t it right that we focus on supporting medicine, engineering, physical and biological sciences, dentistry, nursing and other healthcare disciplines that do tangible good? Isn’t Culture just a nice airy-fairy add on? Well, culture matters if you want to achieve the UN’s Sustainable Development Goals (SDG).