"As America nears 250 years, resilient patriotism coexists with diverse identities, redefining how Americans connect, celebrate and belong."
Lisa Dubina, Associate Director, Culture & Identity
The upcoming 250th anniversary of the Declaration of Independence arrives at a moment marked by political volatility and an evolving sense of American identity. However, American pride remains a powerful constant: more than three quarters of US adults say they are proud to be American, even as the meanings and expressions of that pride differ across age, race and political affiliation.
Despite ongoing social and political tensions, 41% of US adults are already planning distinctive ways to mark the nation’s 250th anniversary. This early engagement signals not only enduring patriotic sentiment but also a collective desire for connection and unity at a time of widening partisan divides. As the country approaches this symbolic national milestone, brands have an opportunity to strengthen a sense of shared identity by honoring deeply held American values, while also acknowledging the generational and cultural nuances reshaping what national pride looks like today.
The brands best positioned for positive impact will be those that unite rather than polarize. Brands should explore ways to bridge the gap between shared American values and the nuances of modern American pride. Marketers should prioritize inclusive, human-centric approaches that reflect the diversity of consumer experiences and American perspectives. Regarding 250th anniversary planning, consider extending efforts into year-long activations that celebrate the country’s past, while also reinforcing a sense of shared humanity for the future.
This report investigates how US consumers define American identity and patriotism today, uncovering both traditional and emerging sources of pride across generations, regions and cultural backgrounds. It highlights opportunities for brands to engage authentically – particularly around the country’s 250th anniversary – without amplifying political polarization.
For the purposes of this report, Mintel commissioned exclusive consumer research through Kantar Profiles to explore consumers’ outlook and attitudes towards American identity and patriotism. Mintel was responsible for the survey design, data analysis and reporting. Fieldwork was conducted in December 2025 among a sample of 2,000 adults aged 18+ with access to the internet.
Mintel selects survey respondents by gender, age, household income, region, race, ethnicity and parental status so they are proportionally representative of the US adult population using the internet. Mintel also slightly oversamples, relative to the population, respondents who are Hispanic or Black to ensure an adequate representation of these groups in our survey results and allow for more precise parameter estimates from our reported findings. Please note that Mintel surveys are conducted online and in English only. Hispanic consumers who are not online and/or do not speak English are not included in our survey results.
While race and Hispanic origin are separate demographic characteristics, Mintel often compares them to each other. Please note that the responses for race (White, Black, Asian, Native American or other race) will overlap those that also are Hispanic, because Hispanic consumers can be of any race.
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