This article examines the evolution and significance of the genocide recognition initiative among Circassians at the turn of the twenty-first century. It argues that, on the most basic level, the Circassian genocide recognition initiative is an identity-driven project, resulting from a fear of extinction that grows out of the experience of being a vulnerable, ethno-national group living with memories of massacres, deportations, exile and fragmentation. Genocide, in effect, becomes a frame used to articulate a seemingly universal Circassian grievance—the fear of extinction—but one that manifests itself in diverse ways on the homeland–diaspora continuum.