Brands grapple with activating around America 250
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Companies and big U.S. brands are scrambling to figure out how best to activate around the 250th anniversary of America's founding.
Why it matters: What should be a brand-safe opportunity has turned into a political tightrope walk.
Catch up quick: The celebration is being led by two different groups: The America250 Commission, a bipartisan group established by Congress in 2016, and Task Force 250, led by President Trump and established through executive order.
- Companies planning their contributions have to decide which organization to give to that could cast a halo effect on the brand and please the administration.
By the numbers: According to a recent M Booth survey, 62% of Americans say the 250th anniversary is personally important, and 8 in 10 say it's a moment to celebrate America's history, achievements and values.
- Yes, but: The celebration comes at a time when most (60%) of Americans say the country is more divided now than at any period in their lifetime.
Zoom in: Because of this, companies are navigating how best to message and engage around the celebration without appearing performative.
- Gen Z is also the most attuned to "performative" marketing, per the report. So, along with sponsoring official celebrations, younger consumers expect brands to support local community events or charities (50%) and acknowledge American ingenuity, innovation and technology (47%).
- The majority of Americans polled say brands should highlight the values of freedom and independence in their 250th messaging, while only 2 in 10 expect to hear about tolerance and ingenuity.
What to watch: The 250th is a key priority for the Trump administration and could serve as a uniting moment for a divided nation.
- Corporate sponsors Amazon, JPMorgan Chase, Oracle and Walmart are backing that effort.
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