A new American dream based on shared values
Widening inequality and social rifts have sent Brand USA into a national identity crisis. Americans are not only choosing to identify by their values rather than their nationality, but are uniting behind URL and IRL communities based on these values.
- Only 18% of Americans feel a strong sense of national community
- 6 in 10
- Americans use negative wording to articulate what they expect the rest of the world associates with the US
- of Americans think brands need to be doing more to create a sense of community/unity
Selfish. Divided. Stupid. Arrogant. Racist. Joke. These were a few of the top answers when we asked respondents how they thought the USA was perceived from the outside.
Compared to how they want their country to be seen – united, fair, caring, strong – something’s clearly gone wrong for Brand USA. In fact, only 18% of Americans say that they feel a strong sense of national community.
This divide is even more pronounced across generations. Although 64% of Americans overall see themselves as national rather than global citizens, for baby boomers the figure is 72%, and among Gen Z it falls to 55%. Within the next generation, we’re likely to be approaching a 50/50 split between the two camps overall.
The famous brand of American patriotism might be waning – but communities based on shared values and identity are stepping into its place. 44% of people feel a strong sense of community with their gender, and opt-in communities based on a shared cause are growing on both a local and global scale.
While the United States might be in turmoil, united communities are on the rise. And 48% of people think that brands should be doing more to create them.
Now brands must ask themselves:
How am I creating a sense of community?
What values unite my community?
How can I cater to more localised communities?
Brooke Gregory, President, Courageous Conversation
Courageous Conversation is an invitation to discover a future in which intentional, compassionate and generative racial dialogue is the means by which we transform ourselves and our organizations. A future and a dialogue that examines and transcends predictable patterns of privilege and power. We inherited parts of our current reality, but we own the choice between perpetuating inequity and recreating something better.