January 15, 2025

How Brands Can Navigate in a Divided America

Americans live in a time of heightened division across politics, geography, and culture. Yet amid the noise, there’s one thing most people agree on: the desire for unity and connection.

At Bailey Lauerman, we surveyed 2,000 Americans to better understand The Emerging Role of Brands in Unifying a Divided Nation. Our research revealed a powerful insight: brands are uniquely positioned to foster connection by focusing on shared values that transcend division.

Why This Matters for Brands

Nearly half of Americans believe brands have the power to foster connection, but they’re looking for authenticity, action, and alignment with values that resonate. In 2025, it won’t be enough for brands to stand on the sidelines. Those who lead with purpose and align with unifying principles will stand out as trusted voices in a fractured world.

A Glimpse Into the Report

Our latest report provides a roadmap for brand leaders to navigate this unique moment. It explores:

• The shared values that unite Americans across generations and geographies.
• The actionable strategies brands can adopt to inspire trust, foster connection, and create meaningful impact.
• Examples of brands successfully aligning with their purpose to build trust and demonstrate unity in practice.

The Opportunity Ahead

This isn’t about taking sides or jumping into divisive conversations. It’s about focusing on what connects us. Values like honesty, freedom, and hard work resonate deeply across audiences, and brands that embrace these principles authentically will be positioned to lead with purpose in 2025.

The full report dives into the strategies and insights that can help your brand take the next step.

Ready to Learn More?

Discover how your brand can inspire unity, build trust, and foster lasting connections. Download the full report here to explore the actionable strategies shaping the future of brand leadership in a divided world.