The past decade has seen political polarisation – accelerated by social media’s filter bubbles and echo chambers – deepen and mutate. An ominous era of a polycrisis has shattered any remaining societal consensus. Meanwhile, powerful anti-establishment voices have stepped into the void.

With economic pressures rising and a growing frustration with the status quo, many young Americans are rethinking how they celebrate national holidays. How can brands respond to Gen Yers’ and Zers’ evolving expressions of patriotism and the traditional holiday rituals?

After years of social and economic turbulence, younger Americans are reconsidering what parts of the Thanksgiving holiday they find important and what it means in a new social milieu. What can brands do to align themselves with consumers seeking less traditional messaging around the festivities?

Younger Americans are opting out of thanksgiving traditions, changing traditional menus to include non-conventional items as a cost-saving mechanism. The cost of living crisis is threatening traditions this holiday season, and Americans are looking for ways to adapt their celebrations.

Ahead of the 2022 festive season, Americans are feeling wary of the holidays having a materialistic focus and are missing more human and caring elements. Instead of being all about gifts, people expect brands to reimagine holidays as a time to spend together with loved ones.