America's 250Th:“Unity” Is The Best Brand Message, M Booth Study Says

(MENAFN- PRovoke) As America prepares to celebrate its 250th anniversary-amid social, economic, and geopolitical turmoil-a new study from M Booth finds that Americans are excited about the upcoming milestone, with 62% saying the 250th anniversary is personally important and 88% identifying the anniversary as a time to celebrate America’s history (88%), as well as its achievements (85%) and values (85%).

“Americans aren’t looking at the semiquincentennial as a platform for disagreement,” says the agency.“They are looking for a reason to show up, participate, and see themselves reflected in the national story.”

Examining the“American values” brands or companies should highlight in 2026 to make themselves relevant or authentic, the survey found that“freedom” and“Independence” were at the top of a long list, far above“tolerance,”“Ingenuity,” and“individualism.”“Patriotism” came in third, with a high degree of polarization between Conservatives who favored it and Liberals who did not.

“Unity”-fourth on the list overall-was the only value that reflected virtually no political polarization, with support across Liberals (42%), Conservatives (40%), and Centrists (43%).

Says the agency,“Brands that lean into ‘Unity’ and find a way to authentically define it in today’s climate could bridge the gap between varying ideological camps. Americans are rejecting performative symbols brands have used in the past-74% now view brands/companies taking a stand on a national issue as a marketing tactic-suggesting that consumers are looking to brands to fill the space left vacant by other institutions.”

Only about one-quarter of Americans (27%) are more excited about America’s 250th anniversary celebrations because of today’s political landscape, while 36% are less excited and 37% are neither more nor less excited.

But Americans still want brands to show up, with 66% saying that if a brand or company celebrates America’s 250th anniversary, the impact that brand or company could have on society as a result would be positive. Americans regard brands that commemorate the anniversary as relatable (37%) and relevant to them (33%).

One surprising finding: despite their reputation as the most critical generation, Gen Z is the most optimistic about the nation’s current unity. More than half (55%) of Gen Z believe America is currently unified on important societal issues-more than double the rate of Baby Boomers (21%) and Gen X (25%) and considerably higher than the second youngest generation, Millennials I39%).

So while Gen Z has the lowest awareness that 2026 marks the 250th anniversary of America’s independence (48% compared to 68% of Americans overall), Gen Z sees this as an ideal time and opportunity for dialogue and progress. Three-quarters of Gen Z (77%) see this as a time for reflection on America’s shortcomings and an opportunity to address disparities in equality and equity (77%).

At the same time, Gen Z is also the most attuned to“performative” marketing. Compared to 75% of Americans overall, 69% of Gen Z sees the 250th as a marketing opportunity for brands and corporations to genuinely celebrate America, and more than any other generation, they expect brands and companies to shape or impact societal norms or values (70% Gen Z vs. 67% Millennials, 57% Gen X, 50% Baby Boomers).

Actions including supporting local community events or charities (50%) and acknowledging American ingenuity, innovation, and technology (47%) are at the top of Gen Z’s list for brand activations that feel authentic.

The bottom line is that Americans are giving brands and companies the green light to acknowledge the anniversary in their marketing, with 65% saying it’s an expectation. The majority, 62%, even believe this should be done boldly by intentionally standing out rather than blending in with other brands.

And the agency suggests six best practices based on its research:

Come together.“Despite polarization, Americans are hungry for a meaningful moment to show up and see themselves.” It’s go time.“Brands have the greenlight to shape the moment and Americans have high expectations.: The time to plan is now.“Gen Z is most optimistic about the country’s future despite its criticisms.” Don’t be shy, just don’t be cringey.“Avoid flag washing; show up with cultural fluency that considers internal and external stakeholders.” Widen the lens.“Tell the stories that haven’t been told. Engage your consumers to help co-create the moment and use their voices. Pride is possible without politics.” Pride is possible without politics.“Know your audience and consider a balance of celebration and reflection.”

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