Proud To Be An American

As a survey researcher, one of the questions I am asked constantly is how certain groups stack up versus other groups – men vs women, the United States vs other countries, Democrats vs Republicans. People love to know how they (and other folks like them) compare – and why.

Most times, we analyze the total data from a study but more often than not, we also parse apart the percentages to examine different demographic and psychographic subgroups.

So on the latest VeraQuest omnibus study, we sought to understand how folks label themselves – with which groups do they affiliate and with which is their allegiance less powerful?

Here’s what’s most interesting:

• Our national loyalty is strong! U.S. adults feel significantly prouder to be an American (81%) than to be from their state/territory (48%) or from their local town or city (34%).
  • And, national pride increases directly with age.

• However, no region is more devoted than any other. Across the board whether from the Northeast, Midwest, West or South, approximately 1 in 2 adults say they are proud to be from their home state or territory.
• Only 41% of Americans are proud to be a member of their political party right now
• Women are significantly more honored to be women than men are to be men.
  • In fact, the difference is a staggering 20 percentage points (71% vs. 51%).

And speaking of labels, many of the political ones (at least among the left) that used to have a fair amount of appeal – feminist, environmentalist, animal rights activist – seem to have lost their luster.

• Only 18% of Americans call themselves “environmentalists” today, and far fewer (8%) identify as “feminists”.
  • Even among women of all ages, the term feminist has very little cache.
  • And among young people ages 18-29 who are typically the quickest and most fervent to align themselves with a political cause, only a minority identify with these.

Moreover, Americans (especially younger Americans) are much more likely to associate themselves – in order of popularity – with being a dreamer, a sports fan, an intellectual, a movie enthusiast, a religious person, and a foodie.

Which of these monikers do you associate with? Are you surprised a “religious person” is so low down on the list – beaten out by movie enthusiast, intellectual and sports fan? I am.

And if you could test any labels among Americans, which would you choose and why? What do you think would be most popular today?