MERCADEO Versión en español
Richards/Lerma study: Millennials are redefining patriotism in the U.S.
Manuela Walfenzao| 5 de julio de 2016
A new study by Richards/Lerma, in partnership with The Stan Richards School of Advertising and Public Relations at The University of Texas at Austin, revealed that three out of ten millennials are not particularly proud of being a U.S. citizen. At the same time the U.S. celebrates independence of the nation, this study shows an important shift of youth in the concept of patriotism. One of the most surprising findings is that those least likely to have a long American heritage are the ones who have the strongest American pride. In fact, white millennials have the lowest levels of pride compared with other ethnic groups within the generation said the study. Should we be concerned about the results? Are new generations growing disenchanted with the idea of America? No. They are just more demanding of the nation, and also of themselves. The study, that interviewed more than 1,000 millennials, reveals that this group aspires to contribute personally to build a better country. They love their country as much as any other generations, but their take on patriotism is very different. Their concern is more in keeping a more active role in politics, fighting for freedom and pursuing happiness. For any organization or brand that aspires to connect with millennials, understanding their political priorities and views of America is crucial concludes the study.
