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.

MEET AMERICA’S MISSED MAJORITY.

The consumers easiest to see aren’t always the ones who matter most. In our new whitepaper, co-published with Mintel, discover how culture, values, and lived experience shape trust, loyalty, and lasting growth.

It’s time to see the consumers your data may be missing.

Meet the New Heartland.
The Heart of America.

Advertising Age calls us “the agency redefining Middle America.” At New Heartland Group, we help brands build real connections with the 60% of Americans whose culture, values, and lifestyle passions shape the nation.

Let’s make your brand feel right at home in the New Heartland.

Read the article

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.

40% of Fortune 500 companies

are based in the New Heartland, driving national economic growth and innovation.

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.

Strategy and Activation

We build marketing strategies and activations that connect with New Heartland culture, values, and passions, driving measurable brand growth.

Custom Insights

Powered by our proprietary cultural intelligence platform, New Heartland Speaks, we deliver real-time insights into the values, behaviors, and sentiment of the New Heartland consumer.

Digital Advertising

We create targeted digital campaigns across social, search, and display that break through the noise and drive results where it matters most.

Social Media

We build online communities through tailored content, daily engagement, and a presence that feels personal, real, and always on.

Entertainment Marketing

Through our One Bullet Entertainment division, we build powerful brand-talent relationships – not as a broker but directly with talent/influencers – managing every step of campaigns.

Cultural Immersions

We lead custom, in-market immersions that give brands a firsthand understanding of New Heartland consumers—bringing data to life and strategy into sharper focus.

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.