Americans trust brands — not politicians — to fill leadership voids; meanwhile Gen Z emerges as the most hopeful cohort.

NEW YORK, April 2, 2026 /PRNewswire/ -- As the United States approaches its 250th anniversary, new research from M Booth suggests that Americans aren't just looking for a celebration — they're looking for a bridge. Despite a decade defined by doom-scrolling and division, 62% of Americans say the 250th anniversary is personally important, signaling a massive appetite for a milestone that feels both authentic and inclusive.

The study conducted by M Booth, which surveyed over 2,000 U.S. adults, highlights a fascinating American paradox. While 66% feel we're more divided than at any other period in their lifetime, almost half (44%) suspect we're actually less divided on core issues than one might think. The research sends a clear message to the private sector: Americans aren't looking at the semiquincentennial as a platform for disagreement; they are looking for a reason to show up, participate, and see themselves reflected in the national story.

The "Unity" Mandate 

• From "Patriotism" to "Unity": While "Patriotism" remains a polarizing term between those who self-identify as Liberal and Conservative, "Unity" was the only value that saw nearly identical support across the political spectrum, including Centrists.
   
• The Gen Z Surprise: Surprisingly, the most optimistic group is Gen Z. More than half (55%) of 18-to-29-year-olds believe America is currently unified on important issues — more than double the rate of Baby Boomers (21%). While 77% of Gen Z see America's 250th as an opportunity to address disparities in equity and equality, they remain the most bullish on the nation's future.

A Green Light for Brands — With a Caveat

• Brands Have a Green Light: 65% of Americans expect brands to acknowledge the anniversary in their marketing and 60% expect brands they buy from to shape or impact societal norms or values. In addition, more than half (52%) believe brands have a greater obligation than the government to improve their daily quality of life.
   
• No Flag-Washing: Consumers are hyper-aware of "performative" marketing: 74% view brands taking a stand on national issues as a mere marketing tactic. To be authentic, Americans want to see brands supporting local community events or charities (52%) and celebrating American ingenuity, innovation and technology (52%).

A Tale of Two Anniversaries

The data reveals a notable tension of intent. A majority of Americans identify the milestone as a time to celebrate America's history (88%), as well as its achievements (85%) and values (85%) — yet the lens through which they view that history varies:

• The Reflectors: 81% of Liberals see the 250th as a time to reflect on the country's shortcomings, compared with 42% of Conservatives and 63% of Americans overall.
   
• The Celebrators: 96% of Conservatives are more likely to view the 250th Anniversary as a time to celebrate America's history, compared with 78% of Liberals and 88% of Americans overall.

"For brands, the 'green light' is glowing, but true resonance requires more than just red, white, and blue packaging. It requires cultural fluency — a balance of celebration and reflection that acknowledges America as a work in progress," said Bonnie Ulman Miller, EVP/Chief Insights & Research Officer, M Booth.

"When research gives you a finding this clean, you listen. Unity is the common ground that Americans across the political spectrum are already standing on. Brands don't have to manufacture that sentiment or take a risk to embrace it. They simply have to show up and reflect it authentically," said Tricia Richards-Service, PhD, Adjunct Professor of Practice, Public Relations at Wake Forest University.

Download the whitepaper.

About the Study
M Booth conducted a 10-minute online survey in partnership with a trusted third-party vendor among n=2,004 general population American adults. The sample is nationally representative in terms of age, gender, and race/ethnicity, and region. The margin of error (MOE) of the total sample at a 95% confidence interval is +/- 2 percentage points. The survey was fielded from January 23 to January 28, 2026. Editor's Note: While this study was originally fielded in late January 2026, M Booth re-fielded the research March 6-11, 2026 to account for the onset of the conflict in Iran. The data remained statistically consistent.

About M Booth
M Booth was born 40 years ago with entrepreneurial roots, a people-first culture, and a passion for creativity and innovation. Today we are a creative communications agency that produces award-winning, culturally competent campaigns that change perceptions of key stakeholders and behaviors of consumers. We are relentlessly passionate about our clients and their business, whether that means leading in digital innovation, developing breakthrough campaigns and content, reaching more people through earned, or unleashing insights that unlock ideas that win in the marketplace.

Media Contact:
Mike Loughran
M Booth
mikel@mbooth.com

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SOURCE M Booth & Associates, Inc.