Final week, Guinness debuted its first marketing campaign with Unusual Artistic Studio, “A Lovely Day”—a sweeping, 5,057-mile journey throughout the U.S. spotlighting actual individuals, various communities, and the passions that unite them. Greater than a model movie, it’s a journalistic ode to the richness of American life, delivered by means of a lens of optimism and humanity.

It additionally arrives at what can solely be described as an “fascinating” cultural second.


Illustration of the continental United States with the words "Made in the USA" inside of it

International perceptions of the U.S. have shifted. Considerably. Latest information exhibits that the typical internet favorability of the U.S. has declined by roughly 20 points worldwide, with marked dips in key client markets like Europe and Canada. Pushed by geopolitics, cultural polarization, and financial unease, America is below a sharper lens than maybe ever earlier than.

So why are international manufacturers nonetheless so invested in displaying up right here—and displaying off?

Let’s begin with the plain: scale. The U.S. continues to signify an unmatched industrial alternative. Regardless of financial fluctuations, it stays one of the resilient client markets on the planet. That resilience isn’t simply interesting to established giants, it’s additionally proving magnetic for direct-to-consumer challengers.

Take ME+EM, the U.Okay.-based womenswear model. Recognized for its clear silhouettes and data-informed design technique, they’ve doubled down on U.S. growth. After a profitable digital push, they’ve moved into brick-and-mortar, with shops in New York Metropolis, the Hamptons, and now Texas. The dedication indicators not simply short-term ambition, however long-term perception within the American shopper’s continued international affect.

That affect extends far past GDP. The U.S. is commonly the launchpad for manufacturers aiming to embed themselves within the cultural zeitgeist. Simply final 12 months, Guinness was on the heart of a TikTok phenomenon with the “Break up the G” problem—an unplanned however potent second of viral cultural relevance. Equally, Puma’s new “Go Wild” marketing campaign, its largest international initiative, debuted within the U.S. this March. For a German heritage model, gaining traction stateside is greater than symbolic; it’s important towards engaging Gen Z audiences on the intersection of sport, identification, and authenticity.