This article explores Mark Abrams, Richard Rose, and Rita Hinden's 1960 publication Must Labour Lose? in order to demonstrate that contemporary debates around British identity and political culture are nothing new. The concerns about political, party, and national identity in this book clearly prefigure 2016 debates about Britain, not least because a specific question—how to vote—became a conversation about a broader set of ideals. This article explores how Must Labour Lose? constructed an image of British politics in 1959. It interrogates its silences around racial identity and argues that we must read race into this book and others like it. And it concludes that research like this enables a much wider understanding of the British electorate than simply how they voted.