When self-loathing stops selling, what happens to those who built entire empires on our shame?
There’s a deep shift rumbling underfoot—and it’s not a political campaign or marketing trend. It’s cultural. Spiritual. Almost romantic. America, for all its bruises and betrayals, is on the edge of something dangerous:
It might start loving itself again.
Not the flag-waving jingoism of talk radio. Not the sanitized patriotism of Memorial Day ads. Something messier. Stranger. Post-shame. A populist reconciliation where people stop apologizing for their gut instincts, their neighborliness, or their American-ness.
And that’s a problem for the class of people, industries, and institutions that built their relevance on American self-hate.
Because once Americans stop hating themselves—once they no longer see their culture as inherently oppressive, their traditions as tainted, their flag as a hate symbol—the control matrix begins to short-circuit.
Shame Was the Product
For decades, the American psyche was mined for guilt. White guilt. Male guilt. Christian guilt. Cis guilt. Western guilt. Consumer guilt. Colonizer guilt. Guilt became a currency. Shame became social credit.
Every institution got in on it:
Academia turned self-flagellation into prestige.
Brands commodified penance into ad campaigns.
Politicians leveraged confusion into votes.
NGOs and influencers made careers managing public confession.
But what happens when people stop buying it?
When working-class Latinos in Texas vote red—not because they’re “brainwashed,” but because they’re tired of hearing their values are backwards?
When a gay couple in Oklahoma flies the stars and stripes next to their Pride flag—not to troll, but because they mean both?
When people stop looking to D.C. or New York for moral clarity—and start turning inward, to their neighbors, their church, or even just their gut?
The whole machine wobbles.
The Ozempic Body and the American Soul
Sure, part of this shift is aesthetic. The Ozempic era flattened a million bellies. Testosterone clinics are booming. Cold plunges, Bibles, kettlebells, and banjos are back.
But it’s not just self-improvement. It’s self-respect.
It’s what happens when the American everyman—fat, tired, broke, and spiritually malnourished—starts remembering how to walk tall. To live with pride, not performative guilt. To feel righteous without NPR’s permission.
This isn’t a return to Reagan-era patriotism. It’s something more anarchic. A love affair with American-ness that’s post-partisan, embodied, and deeply uninterested in elite approval.
Love Is Not the Narrative They Wanted
Populism wasn't supposed to be joyful. It wasn’t supposed to have goat cheese and jazz. It wasn’t supposed to include Black homesteaders, Latina gun girls, trans folks with chickens, and veterans running permaculture farms.
But it does.
Because when you get off the grid—physically or spiritually—you stop caring about elite scripts.
And here’s the kicker: when America stops being defined by its sins and starts being redefined by its resilience and beauty—what happens to those whose power depends on unending grievance?
What happens to the NGOs? The think tanks? The DEI consultants? The marketing agencies whose schtick is managing identity-based shame?
They lose relevance. Influence. Power.
Because you can’t guilt someone who no longer believes they’re broken.
The Reckoning for the Shame Economy
So yes—be afraid. Be very afraid.
Because when Americans stop hating themselves, they start building again. Loving again. Protecting what’s theirs again. And that doesn’t always look like bootstraps and Bud Light. Sometimes it looks like sourdough, or homeschooling, or a new liturgy no one asked permission to write.
The culture war isn’t over. But the ground is shifting.
And when America looks in the mirror and smiles?
That’s the moment every shame merchant should fear.