THE BIG IDEA
HOW AMERICAN BRANDS CAN WIN CARTS AND MINDS
The U.S. faces challenges at home and abroad. But supporting American brands remains a strong, uniting value at America 250.
THE BIG IDEA
HOW AMERICAN BRANDS CAN WIN CARTS AND MINDS
The U.S. faces challenges at home and abroad. But supporting American brands remains a strong, uniting value at America 250.
There’s opportunity for brands at America’s 250th anniversary: Many Americans are reinvigorated by the major milestone, creating an opening to lean in and connect.
One in five Americans say America’s 250th anniversary makes them more likely to buy American brands, new Ipsos polling shows.
That’s a significant chunk of Americans who brands can connect with and win — if American brands can meet the moment.
One in five Americans (19%) say America’s 250th anniversary makes them more likely to buy American brands, new Ipsos polling shows.
The number of Americans who say the country’s 250th anniversary has made them more likely to purchase American brands
Source: An Ipsos poll of 1,271 Americans, fielded May 15-17, 2026
The challenge for Brand America
There are challenges American brands face as they look to grow abroad.
Across 15 countries, brands perceived as being “American” are trusted a substantial 20 percentage points less than international brands.
I trust this brand a great deal or a little
Brands people in 15 countries consider international or non-Americans consider local
Brands people in 15 countries consider American
Source: Ipsos Market Essentials, a survey of 25,573 people across 15 countries
But American brands also face growing challenges marketing to Americans at home. Last year, trust in American brands was 9 percentage points higher than international brands. But that advantage has evaporated. Americans now say they trust international (55%) brands roughly the same amount as they trust homegrown brands (53%).
So how can American brands connect with their own people — especially key younger audiences — and gain that trust back? Leaning on Americana may be a difficult route.
Younger Americans are far less likely than Baby Boomers to say that “being an American is an important part of how I think about myself.” That’s according to Ipsos’ America 250 survey, which digs into sentiments about the country as it approaches this milestone anniversary.
Being American features less prominently as part of Gen Z's and Millennials' identity
Q: Which of the following best describes you?
Source: Ipsos America 250 Poll, fielded Feb. 25 – Mar. 4, 2026, among 4,692 U.S. adults aged 18+
Being American features less prominently as part of Gen z's and Millennials' identity
Q: Which of the following best describes you?
Source: Ipsos America 250 Poll, fielded Feb. 25 – Mar. 4, 2026, among 4,692 U.S. adults aged 18+
Is this a fundamental shift in how future generations will see the country — and their loyalty to America, and its brands, in a changing, globalized world?
The way ahead
There are, however, clear ways to lean into sentiments and gain trust at home.
Americans still see the country’s success as tied to the success of its brands. Nearly three in four Americans — including solid majorities of Gen Z and Millennials — believe in it, according to the America 250 survey.
The number of Gen Z Americans who say the country’s success is tied to the success of American businesses
Source: The Ipsos America 250 Survey, conducted Feb. 25-March 4, 2026
And one of the values that most unites Americans remains one of self-determinism. Two in three Americans (63%) say “Trying to get ahead through one’s own efforts” is important to being an American; this value is held by twice as many people as “Flying an American flag” or “Protesting actions you think are wrong.”
This paints a clear picture: One of America’s most uniting values is faith in the U.S. economy — and longing to support each other through supporting local businesses.
So how can brands tie into this?
How American brands can win
Americans want brands that cater to them.
The number of Americans who say they’re willing to spend extra for a brand that appeals to them is up 15 points in the last decade-plus — rising from 36% in 2013 to 51% in 2025, according to Ipsos Global Trends. Homegrown brands stretch across demographic groups to earn that appeal.
And as homegrown brands reach for U.S. audiences, those that have their products made in America get an extra chance to win. While not all American brands make their products in the U.S., those that do tap into a premium aura that can be a powerful co-benefit. Two in three Americans say they take into account whether a product is made in the U.S. when making purchases, and the same number say they think American-made products are better quality.
Maybe most importantly for brands spending the extra capital to make their products here: 58% of Americans say they like buying American goods, even if they cost more.
The number of Americans who think American-made products are better quality
The number of Americans who like buying American goods, even if they cost more
Source: The Ipsos Consumer Tracker, a survey of 1,081 Americans fielded May 19-20, 2026
The number of Americans who think American-made products are better quality
The number of Americans who like buying American goods, even if they cost more
And while trust in U.S. brands may have fallen in the last year, Americans' fidelity to local brands and causes has remained strong: 83% say “I like keeping money in my community,” essentially unchanged since 2023 when 82% said the same.
Still, intention to consider U.S. brands doesn’t matter if Americans cannot afford them. 41% of Americans — including three in ten high-income households — say they have no money left each month after they pay bills, according to the Ipsos Consumer Tracker. That translates into hard decisions that must be made at the point of sale: 38% say they buy less expensive brands when facing a noticeable increase in gas prices or general living costs.
So how do brands remain in the carts and minds of Americans?
Ipsos can help. Here's how.