Lots of people are interested in their ethnic / cultural roots.
I have a pet theory that, as we continue to lay blame for past historical ills at the feet of aggregate cultural identities like "British" and "American", we will see more and more people shifting their primary sense of identity to something that helps to sidestep being identified as an oppressor.
In short, more people identifying more strongly with their ethnic roots, particularly where those ethnic roots offer some protection from being lumped in with the oppressors.
That's my crackpot pet theory. I think it's contributes (modestly) to the uptick in Scottish / Welsh nationalism, and the growing tolerance to the idea of Irish unification even in the north. Britishness just ain't fashionable anymore.