We examine how hunter-gatherers are imagined in popular debate in Britain and Ireland, demonstrating that aspects of hunter-gatherer lifestyles are presented as both the antithesis and antidote to perceived crises in contemporary society. We apply an anthropological lens to four areas of popular discourse: physical health, mental health, bushcraft, and survivalism. We identify how the imagined hunter-gatherer in these debates is constructed through processes of commodification that often reveal nostalgic colonial values regarding “human nature.” This repeats and sustains damaging perceptions of hunter-gatherer lifeways. It also highlights how archaeological, anthropological, and other academic research on hunter-gatherers is manifest in popular debates that reinforce assumptions about human nature and the significance of our evolutionary past within a neoliberal, colonialist context.