By Nadja Bellan-White, CEO, M+C Saatchi North America
As America approaches its 250th anniversary, we stand at a defining crossroads. For some, this milestone is a moment of pride—a celebration of resilience, innovation, and democratic ideals. For others, it marks an inflection point shadowed by anxiety, inequity, and unfinished promises.
But for all of us, this is a call to action. A reminder, in the words of Dr. Martin Luther King Jr., that “the time is always right to do what is right.”
Doing the right thing today means confronting the full, complicated history of this country, a history that includes freedom and oppression, bravery and brutality, progress and pain. It means choosing, together, how we write the next chapter—not with nostalgia or denial, but with clarity, courage, and commitment to each other.
Brands Help Define ‘American Values’
We often look to politicians to lead us toward that more perfect union. But in today’s fragmented media ecosystem—dominated by outrage algorithms and partisan silos—it’s clear that leadership must also come from elsewhere. It must come from people, institutions, and yes—from brands.
That is because today, brands are more than businesses. They are cultural touchstones. They shape what we see, what we believe, and how we treat one another. From the boardroom to the classroom to the dinner table, brands shape values—and with that influence comes responsibility.
The 250th anniversary of the United States is not just a celebration of longevity—it’s a stress test of our national identity.
What does it mean to be American today? Who gets to decide? Who belongs?
These questions aren’t abstract—they’re reflected in how we hire, how we market, how we tell stories, and how we show up for each other.
Standing Up to Earn Trust
Brands have the power to shape that story—and they must wield that power with intention. That means rejecting performative allyship and embracing long-term, measurable commitments to fairness, truth, and unity. It means showing up not just during campaign season or cultural holidays, but in the quieter, more difficult moments—when doing the right thing is inconvenient, and therefore more necessary.
Some argue this isn’t the role of a brand. But we can’t ignore the reality: consumers—especially younger generations—are demanding that brands stand for something. Not politically, but morally. Not left or right, but forward.
And the numbers prove it: 79% of consumers are more loyal to brands that stand for something, and 86% say they are more likely to trust them. That trust is not just emotional—it’s economic. In fact, 63% of U.S. consumers are willing to pay more for products from brands they trust, and that number rises to 87% globally. Trust isn’t just a virtue; it’s a value driver.
Unity is not the Same as Uniformity
We’ve seen the possibilities. Brands that anchor their value proposition in shared values—those that unite rather than divide—avoid becoming casualties of the culture wars. Brands that invest in communities, foster dialogue across lines of difference, and tell honest stories don’t just earn attention—they earn loyalty.
These are the companies that remind us: we don’t have to agree on everything to share a country, a culture, and a future.
So let us be bold. Let us lead—not with noise, but with purpose. Let us remember that in an age of division, unity is not weakness. It’s strength.
Now is the time.
For brands.
For citizens.
For leaders of every kind.
To write a future worthy of our ideals—and to be honest about our past.
To choose unity without uniformity.
To lead with integrity, especially when it’s hard.
Because now more than ever, it’s always time to do the right thing.
