Sydney Sweeney’s recent American Eagle campaign had all the elements for a hit: nostalgic images, vintage cars, and classic denim. It looked like a perfect match for today’s trendy TikTok vibe. But instead of cheers, it received criticism from younger audiences. They felt it was a naive take on a complex cultural history. Terms like “performative” and “tone-deaf” popped up on social media platforms like X (formerly Twitter) and Instagram. This reaction sparks an important question: Is Gen Z moving away from an idealized Americana, or are they just pushing for a more authentic version?
For someone who grew up in the ’80s and ’90s, this backlash is puzzling. Back then, artists like Bob Dylan and Bruce Springsteen critiqued the American experience, while films like *The Breakfast Club* celebrated and critiqued at the same time. It was all about finding one’s voice amid societal issues. But with recent events and social media, the lens has shifted dramatically. America isn’t just about the dream anymore; it includes conversations about identity and inclusion.
Gen Z navigates a vastly different landscape. A 2021 Pew Research study found only 16% of them feel “extremely proud” to be American, compared to 42% of Baby Boomers. For many young adults, the American flag now brings to mind images of division, protests, and social justice issues rather than just backyard gatherings. Interestingly, the younger generations still love nostalgia but want it to reflect modern truths.
In fact, a recent YPulse report revealed that 72% of Gen Z consumers believe brands should stand for something, and 66% think they should address social issues. These numbers highlight a clear trend: when brands tap into Americana, they must also acknowledge the complexities and current realities. Successful brands like Levi’s have adapted, focusing on equality and sustainability. Beyoncé’s *Cowboy Carter* has even reimagined Americana through a diverse lens, inviting conversations that resonate with today’s culture.
American Eagle’s campaign, despite its polished visuals, fell short in this context. A stunning picture of Sydney leaning on a vintage car might not resonate as intended. It risks appearing as a romanticized version of a narrative that often omits marginalized voices. For a generation that grew up with social media and a heightened awareness of social issues, visuals carry weight. A flag isn’t just a flag; it’s symbolically loaded. Jeans evoke thoughts of exclusivity, not just style.
But it isn’t all doom and gloom for Americana. Gen Z isn’t rejecting its roots; they’re redefining them. They’re interested in stories that highlight shared experiences and the often-overlooked aspects of history. American Eagle can still embrace the road trip fantasy, but it might consider who gets to ride along. They need to reflect a more inclusive vision that resonates with younger audiences. Instead of blindly idolizing the past, they should focus on a more meaningful narrative that invites new stories and perspectives.
