Academic discussions around Inuit identity once focused on acculturation. These have mainly been replaced by concepts of adaptation to new living conditions. Yet, Inuit in the eastern Canadian Arctic still frame identity concerns around their land activities and are wary of becoming too much like ‘Qallunaat’ or southerners. This paper examines what material and non-material goods (for example psychological goods) Inuit seek from the land today in order to understand what traditional aspects of their relationships with the land persist and what new ones might have emerged recently. It then discusses the implications these have for Inuit identity. The study found a decrease in the procurement and use of material goods from the land compared with previous generations. Concomitantly, the acquisition of non-material goods has become more formalised and distinctly identified in discussions of land excursions. The non-material goods are clearly linked to Inuit ideology and traditions, rather than to southern ideas. The desire for, and acquisition of, non-material goods is developing both from a top-down or group consensus and bottom-up or individual decision, illustrating an interplay between the construction of group and individual identities in relation to the land. Inuit in the eastern Canadian Arctic are transforming their relationship with the land in a way that demonstrates an emerging identity as community Inuit who are rooted in their own local history and geography and also consciously subscribe to a larger Inuit culture that is premised on values such as sharing and building harmonious relationships.