Buy any two reports together for 10% off the total purchase price
Buy any three reports together for 15% off the total purchase price
Buy any four or more reports together for 20% off the total purchase price
"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.
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
Pay via credit card or invoice (net 30 payment terms)
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
Focus on the data that matters most to you with a customisable databook avaliable on our platform
Discount automatically applied in basket
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
