Brand Keys survey shows patriotism’s impact on retail

NEW YORK — Brand Keys released its 25th annual Most Patriotic Brands survey Monday, finding that consumers increasingly associate patriotism with trust, loyalty and purchasing decisions across retail, healthcare and consumer goods categories as the nation approaches its 250th anniversary in 2026.

The study highlights how emotional connections tied to American identity, resilience and community values are shaping consumer engagement at a time when brands face growing scrutiny from shoppers.

“As we gear up for the 250th party, more brands are viewed through a political lens – and authentic patriotism is more important than ever,” said Robert Passikoff, president of Brand Keys. “When a brand truly embodies patriotism, it goes beyond marketing-as-usual and holiday sales. It taps into a deep well of shared history, pride, and purpose, driving stronger loyalty, consumer engagement, and better behavior in the marketplace.”

For 2026, Jeep ranked as the most patriotic brand in America, followed by Coca-Cola, Ford, Levi Strauss and Disney. Other brands in the top 10 included Amazon, Walmart, Hershey’s, Ralph Lauren and WeatherTech.

Brand Keys said Food & Beverage, Apparel & Footwear, and Media & Broadcasting represented nearly half of the top 100 ranked brands, underscoring the broad influence of emotional brand perception across major consumer-facing sectors.

While the survey focuses on commercial brands, the U.S. Armed Services again ranked highly in consumer perceptions of patriotism.

“They remain among America’s trusted symbols of patriotism,” Passikoff noted. “And we thank them for their service.”

The survey included 9,720 consumers ages 18 to 65 across nine U.S. Census regions who evaluated 1,200 brands in 120 categories using emotional and psychological engagement metrics designed to measure patriotism’s impact on loyalty and buying behavior.

“We used this market-proven, independently validated approach to isolate and quantify the single value, patriotism,” noted Passikoff. “Then we ranked them according to the percent-contribution they make to brand engagement and loyalty. The results correlate extraordinarily highly with positive consumer behavior, sales, and brand profitability.”

Brand Keys said brands that authentically reflect American values are strengthening consumer relationships by aligning with shoppers’ sense of heritage, culture and identity.

“Politicians talk about patriotism; brands prove it,” observed Passikoff. “As America turns 250, patriotism isn’t just a celebration of our history – it’s a test of authenticity,” added Passikoff. “Brands that can believably embody what America aspires to be – innovative, resilient, and united – will lead the next era of brand loyalty and profitability.”

“Because when brands get patriotism right, consumers don’t just stand up and salute, they go out and buy.”