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Content and Focus: The identity of counselling psychology in Britain has been described as nebulous and vague; this paper takes a provocative stance designed to initiate debate and goes quite a bit further in its critique. Beginning with an outline of how counselling psychology in Britain self-describes, the paper draws on research findings and practice examples to argue that counselling psychology in Britain has an overly rigid and often irrelevant identification with phenomenology and humanistic values. Next the paper explores the identity of counselling psychology in other countries to make two points; first, that there is actually more than one identity for the discipline and, second, that British counselling psychology is disappointingly insular in outlook. Lastly the paper outlines the commitment to diversity and multiculturalism which is becoming the defining feature of American counselling psychology. Conclusions: The paper concludes by arguing that a serious commitment to the agenda of diversity would create: (1) a strong platform for the type of critiques of mainstream psychology which British counselling psychology has historically engaged in; (2) a socially important research focus for the discipline; and (3) a special expertise in working with diverse others which would be hugely advantageous in terms of employability. More important, a commitment to this agenda would actually matter in a real world way. [ABSTRACT FROM AUTHOR]