The new rules of patriotic marketing

America only turns 250 once. As brands prepare campaigns around July 4 and America250, patriotic marketing is back in the spotlight. But while consumers continue to welcome brands into national moments, their expectations have evolved.

In this report, we explore how 2,000 U.S. consumers think about patriotism, national identity and the role brands should play in celebrating America. From generational differences to authentic brand actions and the brands consumers most associate with America, the findings offer practical guidance for marketers looking to build patriotic campaigns that resonate.

What you'll learn:

• Why patriotic branding remains a net positive – but only when brands earn the right to participate

• How Gen Z and older generations differ in what they expect from patriotic marketing

• Why consumers respond more positively to people, communities and contribution than traditional patriotic symbols

• What consumers expect from brands around July 4 – and why value still comes first

• Which brands Americans most closely associate with the country, and what marketers can learn from them

Based on a nationally representative survey of 2,000 U.S. adults, this report provides practical guidance for marketers navigating patriotic campaigns around July 4, America250 and beyond.