How Real People feel about Brand America

America has long been one of the most recognisable “brands” in the world. It shapes the films we watch, the products we buy, the music we listen to and, increasingly, the news cycle we wake up to. But how do people in Britain actually feel about it right now? Is it still aspirational, or does it feel more complicated than that? To find out, we spoke to a handful of real people across the UK, outside the marketing bubble, and asked for their honest reactions to America as a country, its culture, and its brands. What emerged was a picture that’s less clear-cut than you might expect. There’s still fascination, still familiarity, but also hesitation, contradiction, and a sense that perceptions are shifting.

Summary.

• America still feels oversized, but also slightly unreal

• The country and its companies live in different mental boxes

• The American dream has lost some of its shine

• Power brings admiration, but also unease

• Criticism doesn’t stop people consuming American culture

• America no longer feels like the only cultural leader

• Visiting America still appeals, but with more hesitation than before

• An American World Cup feels odd, but people will focus on the football

America still feels oversized, but also slightly unreal.

America tends to be imagined in widescreen. People immediately reference scale, whether that’s cities, personalities or brands, and those associations are still powerful. At the same time, that scale makes it feel somewhat removed from everyday life. It’s talked about more like somewhere encountered through films, news and social media than a place people feel closely connected to. The appeal is still there, but it comes with a sense of distance, as if the experience might be impressive yet unfamiliar in ways that make it harder to picture oneself comfortably inside it.

“The thing that comes to mind when I think of America is big. Everything over there feels so, so much bigger.” – Sam, 20

“It’s one of the world’s biggest capitalist markets… mega-billionaires, they create America’s image for that.” – Chris, 39

“What comes to mind is travelling… New York, Las Vegas… that sort of tourist stuff.” – Greg, 40

The country and its companies live in different mental boxes.

While people often criticised America as a nation, particularly in relation to politics and social issues, that sentiment rarely extended to American brands. People continue to use American products and engage with American culture without much hesitation. There’s a practical separation at play, where the country’s direction feels turbulent, yet the companies themselves remain familiar and embedded in daily life. This suggests that longstanding cultural presence creates resilience, allowing brands to remain part of people’s routines even when perceptions of the country itself are shifting.

“Most people keep it separate… what Trump’s doing is totally separate from most people in America.” – Donna, 53

“America as a brand is losing because of the politicians, not because of the businesses.” – Chris, 39

“I don’t think I really have the time to consider boycotting a certain product or brand.” –

Greg, 40

The American Dream has lost some of its shine.

America used to be shorthand for opportunity, ambition and upward mobility, and that idea still lingers in the background. What’s changed is the certainty. Several people described a sense that the country isn’t quite living up to its potential, despite its resources and influence. The admiration hasn’t disappeared, but it now sits alongside frustration and doubt. Rather than a clear symbol of progress, America is seen as more complicated, a place where the promise still exists but feels less assured than it once did.

“There was a time when people used to say… living the American dream… now everyone’s just trying to run away from America.” – Chris, 39

“I always feel like they’re the bad guys… it just feels like it’s getting worse… that’s probably not putting America in a good stead of light to anybody.” – Sonal, 49

“It just looks like it’s an unpoliced third world country… some of the stuff… is just crazy.” – Greg, 40

Power brings admiration, but also unease.

Participants consistently acknowledged America’s global influence, whether in culture, economics or politics. That scale creates a sense of importance, yet it also raises expectations and scrutiny. When a country holds this level of prominence, its challenges feel more consequential, and its decisions more impactful. The conversations reflected that tension. America is respected for its reach and impact, but that same dominance makes people more sensitive to perceived instability or division.

“They've become one of the most powerful countries in the world, but they're only so young” – Greg, 40

“Hand and heart, I probably would say that we do need a strong America. But the main thing for me is the worry, because they are so powerful.” – Donna, 53

“It was known as a melting pot… now those lines are getting blurred. The United States of America as a brand has lost its value compared to other countries.” – Chris, 39

Criticism doesn't stop people consuming American culture.

Even when participants expressed concern about America, they still talked about engaging with its culture in everyday ways. Music, brands and travel all retained their appeal, suggesting that cultural familiarity runs deeper than political sentiment. People seemed comfortable holding both views at once. They can question the direction of the country while continuing to enjoy what it produces, which speaks to how embedded American culture remains in daily life.

“We’ll still go see Bruce Springsteen… we’re not holding it against him.” – Donna 53

“Some things stick out, like Jack Daniels, for example.” – Greg, 40

“You’ll find all of the American fast food brands here… one of their biggest exports.” – Chris, 39

America no longer feels like the only cultural leader.

When asked about influential countries, participants quickly referenced alternatives such as South Korea, Japan and parts of Europe. These were described as progressive, stylish or culturally interesting, often without prompting. America still holds influence, but it’s now part of a broader mix rather than the automatic benchmark. Inspiration appears to be coming from multiple directions, which subtly changes how dominant America feels in the cultural landscape.

“Places in Europe… Norway… Portugal… culturally they’ve got so much more going for them.” – Sonal, 49

“Probably South Korea… very cool and trendy.” – Donna, 53

“Japan… feels quite advanced… really cool.” – Sam, 20

Visiting America still appeals, but with more hesitation than before.

When people talked about the World Cup in America, what came through was a sense of slightly odd timing. There’s an awareness of everything else going on in the country, and that it doesn’t quite sit comfortably alongside a global celebration of sport. It gives the tournament a different kind of backdrop, one that feels harder to ignore than usual. Even so, most people expect that to fade once it begins. Big tournaments have a way of pulling focus, and the assumption is that, for most viewers, it will quickly become about the matches, the moments and the usual rhythms of a World Cup, rather than where it’s being hosted.

“I’ve always wanted to go… it’s a fascinating place. I wouldn’t want to live there… I think they have it a lot harder than we do here.” – Sam, 20

“I just think it's a hard country to live in. It doesn't have the same benefits that Europe get in terms of holidays and maternity pay and rights and stuff… it just seems to be going in the wrong direction at the moment.” – Greg, 40

“Would you travel back to America right now? No… there’s so much uncertainty… I’d rather spend my money elsewhere and go other places than America.” – Sonal, 49

An American World Cup feels odd, but people will focus on the football.

When people talked about the World Cup in America, what came through was a sense of slightly odd timing. There’s an awareness of everything else going on in the country, and that it doesn’t quite sit comfortably alongside a global celebration of sport. It gives the tournament a different kind of backdrop, one that feels harder to ignore than usual. Even so, most people expect that to fade once it begins. Big tournaments have a way of pulling focus, and the assumption is that, for most viewers, it will quickly become about the matches, the moments and the usual rhythms of a World Cup, rather than where it’s being hosted.

“It’s definitely not the most natural place… are they going to get much of a footfall there? I don’t know, with what’s going on.” – Sonal, 49

“I think, generally, I think it’ll be okay… I don’t think it will make much of a difference.” – Greg, 40

“We’d actually talked about going… but even then, it was like, we wouldn’t go to the States, we’d go to Canada again.” – Donna, 53