The divide in America’s political landscape has many feeling uneasy about their place in society, and media companies are tapping into this uncertainty to foster a sense of community. Among them is 63red, a platform for conservatives to find news and brands that reflect their worldview.

A lot of businesses traffic in American exceptionalism, tapping into national pride as part of their creative comms and brand identity. But while such aspirational messaging used to resonate with Americans – and many people around the world – will COVID-19 make this narrative less appealing?

Americans’ political identities are heavily influencing their responses to the COVID-19 pandemic. Studies show that left or right leanings are a top predictor of whether people practice social distancing, revealing a need for targeted messaging that emphasizes public health over politics.

From Donald Trump’s divisive handling of the pandemic to the murder of George Floyd, as political confusion and social inequality in the US dominate headlines and spill out into the streets, Americans’ sense of pride in the nation has dropped to its lowest level since the early 2000s.