Key facts
- Nonprofits and brands are attempting to engage Americans for the U.S.'s 250th anniversary with community service drives and patriotic launches.
- Two competing commissions, America250 and Freedom 250, are organizing separate events for the anniversary.
- Some nonprofit leaders report that political divisions are hindering participation in nonpartisan initiatives.
- Major companies like Walmart and Coca-Cola are involved in commemorative efforts, including public art and oral history projects.
- A decline in patriotic sentiment and divided views on national symbols complicate celebratory efforts.
As the United States approaches its 250th anniversary, nonprofits and brands are encountering significant challenges in fostering a unifying national tone due to partisan divisions and a perceived decline in patriotic sentiment.
Major companies like Walmart and Coca-Cola are launching patriotic brand initiatives and sponsoring tributes, while nonprofits aim to inspire record volunteerism. However, these efforts are met with a mixed response, complicated by an uneasy national mood and divided views on national symbols like the American flag. A recent Associated Press-NORC survey indicated fewer Americans see the country as exceptional compared to a decade ago.
Adding to the complexity are two rival commissions planning events: America250, the official nonpartisan group formed in 2016, and Freedom 250, a nonprofit established by allies of Donald Trump. Trump launched Freedom 250 with a rally, criticizing the previous administration and promoting an alternative programming slate.
The America250 initiative includes 'America Gives,' which aims to track volunteer hours. Salvation Army USA National Commander Merle Heatwole noted that some potential participants have perceived the nonpartisan program as politically charged, which has slightly hindered participation, though he remains optimistic about overall engagement. The tracker has logged over 38 million volunteer hours, though this is significantly less than the 4.99 billion hours recorded by AmeriCorps in the 2022-2023 period.
Jayne Cravens, a nonprofit consultant, suggested that many organizations lack the infrastructure for meaningful service experiences, particularly after past cuts to AmeriCorps. Audra Watson of C&S is leading an effort to increase civic engagement among young people, finding that most are motivated by local community issues rather than the 250th anniversary itself.
Marketing consultants advise brands to tread carefully, given the divided nation. The presence of two competing logos, one for America250 and another for Freedom 250, further muddies the market. Walmart is collecting oral histories across the country, while Coca-Cola is launching a public art initiative and commemorative merchandise.