DALLAS, July 1, 2016 /PRNewswire/ -- Roughly 3 out
of 10 American millennials are not particularly proud of being a
U.S. citizen, according to a new study being released by
Richards/Lerma, in partnership with The Stan Richards School of
Advertising and Public Relations at The University of Texas at Austin.
These days, as we celebrate independence and our glorious
nation, preliminary results from the nationally representative
study of 1,000 millennials may raise some red flags about the
current and future state of national morale.
Surprisingly, 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.
Should we be concerned about the results? Are new generations
growing disenchanted with the idea of America? Are they becoming
less patriotic?
No. They are just more demanding of the nation, and also of
themselves.
American millennials aspire to contribute personally to build a
better country. They love America as much as any other generational
group, so they will also celebrate the 4th of July, but from a
different perspective. They are as patriotic as previous
generations, if not more so, but their take on patriotism is very
different.
Richards/Lerma and The Stan Richards School of Advertising and
Public Relations at The University of Texas at
Austin analyzed multiple variables of the study to assess
what different respondents understood as patriotism and found that
millennials are less attached to traditional expressions of
American pride, such as believing in God first and country second,
singing the national anthem, saying in the Pledge of Allegiance, or
supporting U.S. troops.
On the other side, they score highly on more active patriotic
attributes like the aforementioned willingness to build a better
America, freedom, taking an active role in politics, and the right
to pursue happiness, among others.
But then, if millennials are moving on toward new expressions of
patriotism, who is left to fly the American flag and sing the
National Anthem with pride? Who are the guardians of our patriotic
traditions? One might think it would be U.S.-born whites, but
surprisingly, study reveals the most adamant defenders of
traditional patriotism are Hispanics aged 35 and older.
For any organization or brand that aspires to connect with
millennials, understanding their political priorities and views of
America is crucial.
In the coming weeks, Richards/Lerma and The Stan Richards School
of Advertising and Public Relations at The University of Texas will release the full version
of the study, shedding light on how to connect with millennials:
their political concerns and social priorities.
The study will also uncover thought-provoking revelations around
their views on the political system and current presidential
candidates.
About Richard/Lerma
Richards/Lerma is a full-service branding and creative agency
dedicated to crafting insightful and relevant communications for
the multi-cultural market. Based in Dallas, Richards/Lerma was founded by
Pete Lerma and Stan Richards, creative director of the nation's
largest independent branding agency, The Richards Group. Current
clients include Avocados From Mexico, Bud Light, Chrysler, Clamato,
Dr. Pepper, MetroPCS, The Home Depot and Ram Trucks. Richards/Lerma
can be found online at richardslerma.com and on Twitter at
@richardslerma.
About The Stan Richards School of Advertising and Public
Relations at The University of
Texas
The Stan Richards School of Advertising & Public Relations
defies categorization as a catalyst for growing exceptional
communication specialists who are eager to enter the business
world, as well as a Research 1 academic institution launching
innovative scholars via the advanced study of advertising and
public relations at both the Master's and Ph.D. levels. More
information can be found online at
http://advertising.utexas.edu.
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SOURCE Richard/Lerma