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The U.S. Department of Labor has been widely criticized for a slogan it posted to followers on X that is reminiscent of rhetoric pushed by Nazi Germany.
On Sunday, the department shared an 11-second clip with the caption, “One Homeland. One People. One Heritage.”
“Remember who you are, American,” it added.
The slogan is similar to a phrase pushed by Nazi Germany
Image credits: Samuel Corum/Getty Images
- The U.S. Department of Labor posted a slogan on X widely criticized for echoing Nazi Germany’s propaganda phrase.
- The slogan 'One Homeland. One People. One Heritage.' recalls the Nazi motto 'Ein Volk, ein Reich, ein Führer.'
- X’s AI chatbot Grok acknowledged the similarity, linking it to themes of national unity and white nationalism.
Social media users were quick to point out that the slogan was eerily similar to propaganda pushed by the Nazis, particularly the slogan “Ein Volk, ein Reich, ein Führer.”
Translated to English, it means “One People, One Country, One Leader,” and it was one of the central slogans used by Hitler and the Nazi Party.
As noted by the U.S. Holocaust Memorial Museum, the slogan “reinforced the cult of Hitler and the sense of destiny that the Party claimed made him the savior of Germany and father of the German people.”
The similarity was also noted by X’s AI chatbot Grok, which responded to a user asking what the messaging sounded like.
Image credits: Photo 12/Universal Images Group via Getty Images
“It echoes the Nazi slogan ‘Ein Volk, ein Reich, ein Führer’ (One People, One Realm, One Leader), emphasizing national unity,” Grok said.
“Similar phrases appear in various contexts, from patriotic appeals to associations with white nationalist groups, per sources like Threads and LinkedIn discussions.”
The post soon sparked outrage online, with users flooding the comment section with posters of Hitler and the German slogan underneath.
“It really cannot be overstated that for as much as the Trump administration complains about being compared to fascists, they are flagrantly referencing fascist propaganda and media,” one user wrote.
“The Department of Labor (of all things!) is referencing Nazi propaganda. Don’t let them play dumb.”
The latest post isn’t the first to face criticism
One Homeland. One People. One Heritage.
Remember who you are, American. pic.twitter.com/2eh8njcz9Z
— U.S. Department of Labor (@USDOL) January 11, 2026
Another added,“Big Nazi Germany vibes from this U.S. Department of Labour post. If MAGA doesn’t like being compared to Nazis, maybe they should stop acting like them and sounding like them.”
“The U.S. Department of Labor is using an adapted Nazi slogan. This is beyond the lowest depths of depravity,” a third person commented. “The below is from a Nazi propaganda poster, and the man on it is not George Washington.”
It is not the first time the Labor Department has faced criticism over rhetoric that many have argued mirrors propaganda pushed by Nazi Germany.
In late 2025, the department rolled out a series of social media posters tied to Trump’s Project Firewall, an initiative aimed at encouraging companies to hire American workers and reduce reliance on foreign labor.
Those posters predominantly featured white men and traditional family imagery, which had critics comparing the aesthetic to propaganda from the 1930s and 1940s, including visual parallels to Nazi-era materials.
Through Project Firewall, we’re rebuilding our workforce and ensuring American Jobs go to AMERICANS FIRST! pic.twitter.com/FqLCpRda3V
— U.S. Department of Labor (@USDOL) October 18, 2025
Renee Hobbs, a University of Rhode Island professor who specializes in media literacy, told The Washington Post in November that the Labor Department’s social media messaging reflects core characteristics of propaganda commonly taught in her field.
She said the campaign relied on emotionally charged language, reduced complex ideas into simple slogans, framed issues in a way that targets perceived opponents, and tapped into people’s underlying hopes, fears, and aspirations.
“It was so surprising to see these images in part because we’re so used to seeing multicultural representation in everything,” she said. “So this definitely sends a message.”
It comes as the Labor Department announced a nearly $14 million initiative to expand shipbuilding training programs for American workers, part of a broader push to modernize the U.S. maritime industry and close gaps with global competitors such as China.
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