As the United States approaches its 250th anniversary, national nonprofits and major brands are seeking to galvanize Americans through community service initiatives and patriotic brand launches. Companies like Walmart and Coca-Cola are sponsoring tributes and releasing limited-edition merchandise, while well-known U.S. nonprofits hope to inspire record-setting volunteerism.
However, these unifying ambitions are meeting a complex national sentiment. A recent survey by the Associated Press-NORC Center for Public Affairs Research indicates a decline in patriotic sentiment, with fewer Americans viewing the U.S. as exceptional compared to a decade ago. Views on symbols like the American flag are increasingly divided along political, age, and racial lines.
The commemorative landscape is further complicated by two competing commissions planning events. In late 2023, former President Donald Trump established Freedom 250, a nonprofit led by his allies, to organize alternative programming to America250, the official nonpartisan group chartered by Congress in 2016.
Trump launched Freedom 250 with a campaign-style rally that experienced significant performer withdrawals due to its politically charged atmosphere. This contrasts with America250's initiative "America Gives," which aims to foster volunteerism by encouraging Americans to log service hours with its nonprofit partners.
Merle Heatwole, National Commander of Salvation Army USA, noted that some potential participants have perceived "America Gives" as politically aligned, despite its nonpartisan nature and co-sponsorship by his Christian aid organization. "Some people have shied away because they’re not sure whether this is a nonpartisan effort, or whether it’s connected to the Trump administration versus the Democratic administrations," Heatwole said. "That, I think, has hindered it slightly. But I think that overall, people are excited about having an opportunity to get involved."
The "America Gives" tracker reported just over 38 million hours volunteered heading into a recent holiday weekend. The total potential for record-setting remains unclear, though an AmeriCorps analysis of Census Bureau data showed Americans recorded 4.99 billion service hours between 2022 and 2023. America250 Chair Rosie Rios anticipates a significant increase in logged hours by year-end, as many partners wait until the last minute to report. She emphasized that the initiative's sole agenda is to highlight the value of service.
Many nonprofits are not actively promoting semiquincentennial campaigns, according to consultant Jayne Cravens, who noted that some organizations lack the infrastructure for substantial service experiences, particularly after the Trump administration's reduction of AmeriCorps funding.
Audra Watson, who leads youth civic programs at nonprofit C&S, is directing a three-year effort to boost civic engagement among 20 million young people aged 14 to 24. She observes that most young people are engaging with issues through channels outside the 250th anniversary. While the milestone sparks some excitement, participants are typically those already enthusiastic about history. Watson finds that encouraging young people to focus on local impact, where they can exert more influence, often leads them away from partisanship.
Marketing consultants advise brands to proceed cautiously given the nation's divisions and perceived decline in national pride. The presence of two competing logos—America250's ribbon design and Freedom 250's 13-star emblem—further complicates advertising efforts. "Once you have two competing logos, it’s confusing," said Allen Adamson, co-founder of marketing consultancy Metaforce.
Walmart, a founding sponsor of America250, is operating a mobile recording studio collecting oral histories nationwide, which the Library of Congress will archive. Coca-Cola's "Paint the Nation" initiative features murals created with local artists to reflect community pride, alongside commemorative mini-cans for various regions.
Consumer reactions vary. Aaron Hilton, 36, of Suffolk, Virginia, expressed disinterest in commemorative merchandise, attributing his sentiment to the Trump administration. "I’ll end up getting the Coke because I do drink Coke, but otherwise I really don’t want to buy anything like that," Hilton said. "I’m not feeling really patriotic about this."
Darrell Brown, 60, of Alexander, Arkansas, has purchased commemorative items and increased his usual lawn decorations of American flags and an inflatable Uncle Sam. Brown stated he is sticking to merchandise with America250 references, finding the dual logos politically divisive. "I don’t believe this should be a political issue," he said. "I think it should be just about celebrating the country, regardless if you’re a Democrat or Republican."
Cultural historian M.J. Rymsza-Pawlowska, author of a book on the 1976 bicentennial, suggested that future generations might view the 250th anniversary's accomplishments favorably, recalling similar divisive periods like the Vietnam War and Watergate during the 1976 celebrations. She noted that while initial plans for the bicentennial favored top-down celebrations, President Nixon eventually redirected federal funding to grassroots programming that fostered enduring civic engagement, such as environmental cleanups and get-out-the-vote efforts.
Though private funders continue to support such activities, they lack the scale of government backing. State humanities councils have launched campaigns to fund community-driven programs exploring national culture and future visions. Rymsza-Pawlowska commented, "We don’t really know what the ultimate legacy of the 250th will be. A commemoration is just an opportunity to do a thing that you were already doing but have an occasion for it. And possibly get some money for it."