We're witnessing a powerful resurgence of traditional American values in public relations and content marketing. The era of “America First,” freedom, and liberty is back, and it's resonating deeply with consumers.

Is your company's branding on board?

The market's message: authenticity or bust

Recent consumer behavior shows a clear preference for brands that align with these values. Companies like John Deere, Harley-Davidson, and Tractor Supply have felt the sting of backlash when their actions contradicted their customer base's beliefs.

Meanwhile, Costco continues to thrive while Target, known for its progressive stances, has seen its stock plummet by 20% in a single day.

  • Target's misstep. By promoting products like chest binders for kids and emphasizing DEI at the expense of traditional family values, Target alienated its core demographic.
  • Pampers' paradox. Funding Planned Parenthood while selling baby diapers? Consumers are voting with their wallets, boosting competitors like PublicSquare's “Every Life” brand.

The rule of the hole: when to stop digging

If your brand is in a hole, stop digging. Corporate America is learning this lesson the hard way, as many have not yet understood their public relations strategies for 2025 are out of sync.

But some are taking note. Even Apple, with its recent pro-family commercial, shows signs of understanding the shift, highlighting how far the norm has drifted.

Authenticity over opportunism

For small businesses, aligning with American consumers means being genuinely pro-America. This involves:

  • A deep audit. Review your company's digital footprint. Does it support American work ethic, family values, and constitutional principles?
  • Charity check. Where are your charitable dollars going? Influencers and consumers are watching.

Public relations strategy tips for businesses

  1. Know your audience. Pinpoint which American themes resonate with your customers.
  2. Show, don't just tell. Demonstrate your commitment through actions, not just words. Celebrate your support for America's free-market system, for American industries and jobs, and for the basic “blessings of liberty.”
  3. Stay true. Your messaging must reflect your brand's core values authentically.
  4. Build trust with content. Use storytelling in your content marketing to connect on a personal level.

Need help navigating this new landscape?

If your branding needs a patriotic refresh or you're unsure how to authentically incorporate these themes, Clark Strategy Group can guide you. We specialize in growing Freedom Economy businesses, and we can help align your brand with today's dynamic national narratives, ensuring your business not only survives but thrives in this new era of consumer patriotism.

Is your company flying the flag? Let's make sure it's not just waving but leading the charge.

About the author
Tim Clark

Tim Clark is the founder and senior strategist of Clark Strategy Group. He has served as a senior executive in the Executive Office of the President and as Acting Assistant Secretary for Public Affairs at the U.S. Department of Health and Human Services. In the private sector, he co-led the rebrand from EMSI to Lightcast and built its public-relations division from zero to more than $10 million in monthly earned-media value, and architected the marketing program at RedBalloon.work that drove 600% revenue growth in eighteen months. He is a five-time national Telly Award winner and a multiple Pollie Award recipient.