Key keywords: AP-NORC poll, American flag display, patriotic expression, US demographic survey, national identity, flag flying motivations, partisan identity, 4th of July celebrations The latest nationally representative AP-NORC Center for Public Affairs Research poll, conducted between June 13 and 18, 2024 among 1,872 U.S. adults, offers unprecedented insight into the demographics, attitudes and motivations driving American flag display across the country, with a margin of sampling error of plus or minus 3.2 percentage points. Overall, 37% of respondents report displaying the American flag year-round on their property, vehicles, clothing or personal belongings, while an additional 28% only fly the flag on federal holidays including Independence Day, Memorial Day and Veterans Day. The remaining 35% say they never or almost never display the flag in any public setting. Demographic breakdowns show sharp divides across age, partisan affiliation and geography. Adults aged 65 and older are the most likely to fly the flag year-round, with 62% reporting they do so, compared to just 12% of adults between the ages of 18 and 29. Partisan gaps are even starker: 58% of self-identified Republicans display the flag 12 months a year, versus 22% of Democrats and 31% of political independents. Geographically, 51% of rural residents fly the flag year-round, compared to 34% of suburban residents and 22% of people living in core urban areas. When asked about their motivations for displaying the flag, 72% of people who fly the flag say the primary reason is to express love for the United States, while 61% say they do so to honor active-duty service members and military veterans. An additional 38% cite a desire to carry on multi-generational family patriotic traditions, and 12% say they display the flag to signal support for specific policy positions. For people who choose not to display the flag, the top reasons are more varied: 32% say they avoid flying the flag because they do not want to be associated with specific political ideologies or extremist groups that have adopted the flag as a symbol in recent years, 22% say they do not feel a strong enough connection to the country to display the symbol, and 17% of non-white respondents say they believe the flag does not represent the experiences of marginalized communities in the U.S. Poll analysts note that the growing partisan association with the flag marks a notable shift from 20 years ago, when similar AP-NORC surveys found no significant gap in flag display rates between Republican and Democratic respondents. The findings come as millions of Americans prepare for 4th of July celebrations across the country, with flag sales expected to hit a 10-year high this year according to the National Retail Federation.