73. Erosion of the World’s Most Important Brand, Adrift

Erosion of the World’s Most Important Brand

The U.S. has long been a global role model. Building and maintaining a reputation for leadership in the promotion of democracy and freedom has been a bedrock component of American foreign policy since long before President Truman put rhetoric into action with the Marshall Plan. Even Ronald Reagan—especially Ronald Reagan—understood that the fist of power was most effective when it was wielded by a hero, not a villain. In 1985, he declared it America’s “mission” to “nourish and defend freedom and democracy,” and he made democracy promotion central to American diplomacy and foreign aid—which he increased more than any prior Republican president.

In 2000, international sentiments toward the U.S. were strong. Roughly 8 in every 10 British citizens had a favorable view of the U.S. This statistic was consistent in Germany, Italy, and halfway across the globe, in Japan. But U.S. foreign policy and domestic strife have undermined that brand equity. In 2020, the citizens of most countries saw America in a dramatically less favorable light. Many felt that American democracy itself had fallen behind: For roughly every 10 citizens in developed nations, 6 believe that the U.S. used to be a good example of democracy but no longer is.