A version of the following appeared in AdAge on Nov. 22. 

The 2024 presidential election once again highlighted the pivotal role of the New Heartland — a region encompassing the Midwest, Southeast and Southwest and home to 60% of the U.S. population. Beyond its political impact, this region holds invaluable lessons for brands looking to connect with its deeply rooted traditions and lifestyle passions.

Here are five crucial lessons brands can take away from this year’s election:

Polls Are Only Part of the Story

Once again, national polling miscalculated voter turnout and sentiment in the New Heartland, just as brands often misjudge consumer behavior by relying on surface-level data. The election proved how easy it is to miss the nuances that drive real behavior, especially when it comes to regional dynamics and more localized shifts in sentiment.

Lesson: Numbers alone won’t tell you what’s really driving your audience. You must dig deeper into cultural and regional nuances to understand the personal stories, values and emotional drivers unique to this part of the country.

Loyalty Is Earned, Not Assumed

Political loyalty in the New Heartland is more fluid than many assume. This election saw a surprising number of voters shifting party lines based on specific issues like the economy, healthcare or education. Similarly, brand loyalty in this region is earned – and easily lost – if consumers feel their values aren’t aligned with a company’s actions.

Lesson: Don’t take consumer loyalty for granted or get complacent with success. Brands must demonstrate a consistent commitment to the values and concerns of New Heartland consumers, particularly around economic issues like job security and affordable healthcare. Brands that dip in and dip out of the New Heartland based on leadership priorities do more harm than good. If your brand wants to build a relationship with this massive cohort, then fully commit.

Trust Matters More Than Ever

With trust in political institutions at an all-time low, many voters in the New Heartland turned to candidates they felt they could trust, even if they didn’t agree on every issue. Trust is equally critical in the world of branding, where transparency, authenticity and consistency are paramount. Heartlanders have long been skeptical of big promises, and brands that fail to build trust with this audience are unlikely to succeed.

Lesson: Trust isn’t built overnight. Brands need to be transparent, consistent and real. Speak directly to the concerns of the New Heartland and deliver real value. Showing up with substance — rather than a flashy message — will earn respect.

Local Voices Carry National Weight

While the coasts often dominate media and cultural narratives, the New Heartland wields immense influence over national outcomes. The election reinforced the power of localized, grassroots movements, as many voters were mobilized through community-based initiatives rather than national campaigns.

Lesson: Embrace a local-first, inside-out strategy. Collaborate with regional influencers, community leaders and local media to amplify your brand’s message in a way that resonates with heartland audiences. Trying to blanket this region with a one-size-fits-all approach is a mistake — your brand’s message must come from within the community to truly gain traction.

Values Drive Action

New Heartland consumers make decisions based on deeply held values — values that are often tied to faith, family, community and hard work. These values were central to voter turnout and decision making in the election. For brands, the lesson is clear: Aligning with these values is not optional — it’s essential. However, this doesn’t mean adopting generic, purpose-driven messaging. The New Heartland is pragmatic, not idealistic. Brands that ignore the region’s economic realities risk alienating a critical audience.

Lesson: Make empathy foundational in communicating your brand purpose, but stay grounded in the realities that matter to this audience. While purpose matters, it must be rooted in addressing tangible, everyday concerns like economic opportunity, job security and community well-being. The Heartland isn’t driven by abstract values like sustainability alone — it’s driven by values that support personal and community-level prosperity.

A Cultural Segment With A Powerful Voice

The 2024 election wasn’t just a reminder of the New Heartland’s political power — it was a clear signal of its cultural and economic influence. For brands, the message is simple: If you want to succeed in America’s Heartland, you must listen first. Assume nothing, and take the time to understand the unique priorities of this diverse, dynamic region. Only by investing in real relationships with New Heartland consumers — built on trust, empathy and an understanding of their values — can you unlock long-term success and loyalty.