Last summer, a record-low 58% of U.S. adults said they were “extremely” or “very” proud to be an American, per a Gallup poll. That figure was down nine points from the previous year, and down nearly 30 points from when the firm first polled Americans about their pride in January 2001. While Gallup has yet to reveal this year’s findings, 2026 so far has delivered month after month of political polarization and economic strain, which has taken a toll on consumers.

But even as the culture wars that have ensnared brands like Bud Light and Target continue — this time with a red, white and blue facade —  there is still value in being associated with America. For example, Brand Keys’ 25th annual index of patriotic brands includes a top 10 featuring institutions like Coca-Cola, Ford, Disney, Amazon and Walmart — companies with big marketing footprints and bigger market values.

“As we gear up for the 250th party, more brands are viewed through a political lens — and authentic patriotism is more important than ever,” Robert Passikoff, president of research firm Brand Keys, said in a press release. 

How brands are celebrating 250 years of America amid political polarization | Retail Dive