We are home to 60% of Americans.

We live and work in the New Heartland.

GET TO KNOW US.

New Heartland Group is the country’s only marketing agency/consultancy dedicated to connecting brands with the nearly 60% of customers who live in the New Heartland.

Welcome to the New Heartland

Only 5%

Of New Heartland residents feel that brands understand them.

The New Heartland

Is more than just fly-over states or “filler” between the Hudson River and LA.

60% of Americans

Call the New Heartland home.

26 States

Make up the the New Heartland.

$6-8 Trillion

In buying power across the New Heartland states.

25% of Millennials

Mobile-oriented, media savvy, ethnically diverse, well-educated and culturally savvy.

WHAT WE DO

Nashville-based New Heartland Group builds brands by providing strategy, engagement and custom insights geared towards the 60% of US consumers who call the New Heartland home. We help clients understand the role culture, values and lifestyle passions play in buying behavior.

Brand Strategy

We develop culturally relevant strategies to connect with New Heartlanders and drive brand advocacy that can last for generations.

Custom Insights

We are rooted in research and provide custom cultural insights into the New Heartland consumer.

Digital/Social Strategy

We build digital strategies that are nuance-aware and culturally correct.

Cultural Immersions

We provide hands-on, custom designed, in-market Immersions that help clients better understand how their New Heartland customers actually live.

Branded Entertainment

We have extensive branded entertainment experience, including brand-artist/influencer partnerships, under our One Bullet Entertainment division.

THOUGHT LEADERSHIP.

Fueled by proprietary research and deep marketplace experience, NHG shares insight into the cultural nuances and core values found in the New Heartland, and how they affect buying behavior.

Learn More

Find out more about the New Heartland from our Founder Paul Jankowski, on Forbes.com.

OUR WORK

We help our clients understand how culture, core values, attitudes, and lifestyle activities influence buying behaviors.

These are a selection of standout projects that highlight the breadth of our work.