The country is divided. America’s reputation as an international superpower is in peril. Trust in institutions is at a low. Inflation is high. Americans are angry. The year… is 1975.
On the eve of the nation’s bicentennial, the Vietnam War had just ended, Watergate had cratered trust in the presidency, the energy crisis was in full swing and inflation was running wild. Patriotism was complicated. And yet, in 1976, the nation celebrated.
In those less-than-festive times of the mid-’70s, companies and brands across industries nonetheless embraced and celebrated our nation’s bicentennial. They did it creatively, meaningfully and commercially. In 2026, some companies and brands might hesitate. Who wants to wade into the current political and cultural crossfire? But as we approach America’s 250th, the opportunity—and responsibility—for businesses and brands is even greater. America needs unifying moments that bring us together. That’s exactly why businesses need to step up. Our workplaces are one of the few places where Americans exist in community with a diverse cross-section of people from an array of cultural backgrounds and experiences who hold different ideologies—like America itself. And American-made brands have become powerful cultural currency that reflect shared values and create narratives that unify rather than divide.
Businesses are not bystanders in the American story. They are protagonists that employ millions, shape culture, drive innovation and wield more influence over public trust than many other institutions. They also benefit from the freedoms and economic prosperity this nation offers and have a vested interest in the country’s stability and economic endurance. If our cornerstone institutions—including private enterprises—choose to sit this out, what message does that send?
Our nation’s 250th anniversary is not inherently political. 2026 is neither a commemoration of the U.S. government nor of the Constitution. It’s a celebration of our Declaration of Independence, a chance to reaffirm a radical, affirming decision that too few of us recognize as such: that people should determine their destinies. Free enterprise and democratic ideals can not only thrive but, over the past two and a half centuries, have also been the catalyst for the most prolific industrial production, technological advancements and economy in the history of civilization.
At its core, the American experiment is a startup story.
What we’re commemorating in 2026 is a spirit of innovation. To celebrate 250 years of independence is to celebrate the values upon which businesses are built: entrepreneurship, resilience, societal impact and value creation.
Businesses should be leaning into America’s 250th not only out of a sense of patriotism but also because it’s smart business. In addition to driving goodwill with stakeholders through civic-minded actions, this historic milestone offers opportunities to capitalize on many popular trends. For example:
- Between 2013 and 2023, the number of books that were published about historical figures and events skyrocketed by 70%.
- 69% of Americans are attracted to products, media, styles, hobbies, or traditions from before their lifetimes.
- 83% of consumers trust companies that have been in business a long time.
- 74% of consumers are interested in stories about a brand’s founding.
- 54% of consumers want to see posts about a brand’s history.
- 85% of employees say knowing their company’s history creates a better work environment.
- 6 in 10 people are more likely to engage with an ad when it feels nostalgic and reminds them of past memories.
- Advertising with nostalgia elements has been measured to have a 13-point-higher likelihood of going viral compared to ads without nostalgia.
At a time when Americans of all ages—especially from younger generations—are hungry for a melting pot of history, nostalgia, authenticity and community, this is a moment to align action with consumer and employee sentiment while staking a claim in the larger story of America. Businesses and brands can sidestep political and cultural landmines by:
- Tapping into employee pride by engaging internal audiences first, sharing personal and organizational stories tied to industry and community impact.
- Focusing on their values, unique milestones and what America has made possible for them.
- Focusing efforts and activations on local engagement rather than national sponsorships or media.
- Avoiding abstract notions of flag and country in favor of more nuanced storytelling about brand-specific places and topics.
- Taking an inventory of brand history and how it intersects with the key themes that make America unique or the places where it has had an impact on the community or nation.
- Being authentic, meaningful and creative. Avoid the clichés and overused images that appear on every national holiday and go for something more thoughtful and more original.
This isn’t just a moment to look back. It’s also a moment to move forward. The 250th anniversary of our nation is a milestone for all Americans. The businesses and brands that show up for it will remind us of what unites us and stand out as leaders in a moment that demands it.
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