The Stories That Built Thanksgiving And What They Teach Us About Modern Media
Thanksgiving feels timeless, a familiar rhythm of travel, food, and togetherness that appears rooted in some distant past. But scratch the surface, and a different story emerges. One shaped not by ancient tradition, but by editorial decisions, advertising strategies, and cultural narratives crafted over more than a century.
The holiday many of us recognize today was largely created, and curated, through media. And within that constructed story lies another truth: the same media that built Thanksgiving also erased, simplified, and romanticized the experiences of Indigenous peoples to make the holiday more palatable for a white American audience. This history matters. And understanding it offers challenger brands a powerful lesson in both responsibility and opportunity.
How Media Invented the “Traditional” Thanksgiving
Thanksgiving’s rise to national prominence can be traced back to the mid-1800s. Sarah Josepha Hale, editor of Godey’s Lady’s Book, one of the most influential publications of its era, dedicated decades of her editorial platform to advocating for a national day of gratitude. Her influence helped persuade President Lincoln to formalize the holiday in 1863.
From there, media did what media does: it shaped the story.
Women’s magazines standardized menus. Early advertisers connected products to belonging and Americana. Illustrators like Norman Rockwell reinforced a visual ideal that became synonymous with the holiday. The Thanksgiving we picture today, with turkey, cranberries, pumpkin pie, and a cozy domestic scene, was designed, edited, and distributed through a century of media influence.
AND building a myth requires choices. And not all choices were made in service of truth.
How Indigenous Histories Were Whitewashed
To create a cleaner, more unifying narrative, early media publications romanticized and simplified the complex realities between Indigenous nations and European colonists.
The “First Thanksgiving” story largely invented in the late 1800s, became a symbol of cooperation and harmony, ignoring the violence, displacement, and broken treaties that Indigenous communities endured before and after that moment.
Magazines, textbooks, and advertising reinforced this idealized version year after year:
Indigenous peoples were often depicted in stereotypical or symbolic ways, rather than recognized as vibrant, sovereign communities with distinct cultures.
The holiday’s narrative centered Pilgrims as heroic protagonists and minimized Indigenous agency, expertise, and continued presence.
Media framed Thanksgiving as a story of peaceful coexistence rather than a precursor to centuries of land theft, forced assimilation, and cultural erasure.
These distortions weren’t accidental, they were editorial decisions shaped by the values of the time, made by people with the power to influence national identity. Media didn’t just build a holiday. It constructed a myth that left Indigenous communities out of their own history.
What This Means for Media Practitioners Today
Acknowledging this history isn’t about shame, it’s about clarity. If media had the power to shape such a widely held narrative, it also has the power to correct it. For challenger brands, that’s where the opportunity lies. The stories we choose to amplify or omit shape how people understand themselves, their communities, and their connection to each other.
Responsible media today requires:
Representation grounded in truth, not trope.
Acknowledgment of complexity, even in celebratory moments.
Commitment to elevating voices historically left out of the frame.
A willingness to embrace nuance rather than gloss over it.
The history of Thanksgiving isn’t a warning against media, it’s a reminder of its influence.
The Challenger Brand Lesson: Familiarity Can Be Powerful and Responsible
Thanksgiving’s story spread not because of budgets, but because of resonance.
It felt familiar, comforting, and emotionally true to many families, even if it wasn’t historically accurate.
For challenger brands, that lesson is twofold:
Familiarity is how you win.
You don’t need the biggest budget. You need a story people recognize as meaningful.But closeness comes with responsibility.
When people allow your message into their homes, hearts, and habits, it matters how that message is shaped.
The brands that thrive are the ones that build familiarity without sacrificing integrity. That show up with honesty. That expand the frame rather than narrow it.
What to Carry Into the Holiday Weekend
As we head into this holiday, here’s what we’re reflecting on:
Media shapes culture, so we shape with care.
We honor Indigenous communities by telling fuller, more accurate stories and recognizing their ongoing presence and contributions.
We believe challenger brands can help build a media landscape rooted in truth, inclusion, and humanity.
Thanksgiving reminds us not just of gratitude, but of responsibility. And responsibility reminds us of the power we hold, collectively, to create stories that bring people together in ways that honor everyone at the table. As you gather this week, we hope you find connection rooted in truth, community, and belonging. And as we move into the holiday season, we remain committed to helping brands show up in ways that feel closer, more honest, and more human.
Because big brands buy reach.
Challenger brands build familiarity.
And responsible media builds a better story for all of us.
