Outside of all the noise around divisions in America is a compelling truth: there’s a deep desire for unity and connection. According to a recent study by Bailey Lauerman, nearly 86% of Americans believe the country is fragmented, yet 91% express a strong desire for unity and togetherness. There’s a powerful insight here for brands: fostering connections through meaningful experiences can help break down barriers across politics, geography, and demographics.
The Power of Connection
The study proves something we’ve always believed: bringing people and brands together works. Nearly 50% of consumers, especially Millennials and Gen Z, believe brands can help heal divisions by creating shared experiences. Today, more than ever, a brand’s key to capturing hearts, minds and results is in safe spaces that connect.
Experiential Marketing: A Catalyst for Togetherness
From live events to interactive activations, brands can create safe spaces for connecting, for bringing people together. They can reinforce shared values, promote unity, and build relationships on loyalty and trust. At a time when togetherness is more sought after than ever, experiential marketing becomes more than just an event or conference – it becomes a movement toward connection. And it’s all rooted in shared values.
Shared Values Build Connections
The study highlights five key strategies for brands to navigate the safe space of shared values:
- Anchor content in universal values – honesty, hard work, freedom, and respect.
- Tailor messaging without losing focus on unity – resonate with different demographics while maintaining a core theme.
- Create shared experiences – immersive events that bring diverse communities together.
- Build trust through authenticity – actions must match words to establish credibility.
- Leverage storytelling – highlight real stories that reinforce shared ideals.
What Unites Works
While division dominates headlines, there’s an even louder call for unity and togetherness. Brands that answer the call, that bring people together, are going to see results. Sharing an experience can be a powerful antidote to the isolation of online life. It can remind people just how much they have in common. Brands that embrace this opportunity to connect will not only capture an audience – they will contribute to a more unified America.
If you’re looking to create an experience that bridges divides and brings people together, let’s build something meaningful together.
You can download the full 2025 report by Bailey Lauerman here: “Unifying America Through Shared Values: The Emerging Role of Brands In A Divided Nation.”