What if the most affordable places to live in America were also some of the most economically challenged? This paradox lies at the heart of several New Heartland states, a region spanning 26 states from the Midwest, Southwest and most of the Southeast, where over 60% of Americans live.
Known for its strong cultural roots in faith, community, family and a connection to the land, the New Heartland offers an attractive cost of living compared to the coasts. Yet beneath this affordability lies the persistent challenge of poverty in many rural areas, creating both challenges and incredible opportunities for consumer brands.
Affordability: The Region’s Greatest Strength
Affordability is a defining feature of the New Heartland, with a generally low cost of living that makes it an attractive place to live. Mississippi, for example, has the lowest cost-of-living index at 83.3, significantly below the national average of 100, according to World Population Review.
This affordability creates a fertile market for brands that understand the value-driven mindset of Heartland consumers. Residents prioritize products that balance quality, durability, and price — making this region a testing ground for innovation and practicality.
Persistent Poverty and Resilience
While many rural areas face economic challenges, the Heartland is also home to some of the most resilient and resourceful communities in America. These areas are defined by their strong cultural values, entrepreneurial spirit and loyalty to brands that show genuine care for their well-being. Brands that meet consumers where they are — not just geographically but emotionally and culturally —can thrive in this market.
Dollar General is one example of a brand that has successfully tapped into the New Heartland’s potential. By strategically placing stores in underserved rural areas and offering a mix of affordable essentials, it has become a trusted staple for families. Its growth highlights how understanding rural consumers’ needs and creating accessibility can lead to enormous success.
For consumer brands, the New Heartland is more than just a challenge — it’s a land of opportunity. Here’s how brands can succeed while contributing to the region’s growth:
Empathy in Messaging
Effective marketing starts with understanding. Messaging that emphasizes affordability and practicality resonates strongly, but brands should also celebrate the resilience, creativity and optimism of Heartland communities. Campaigns that highlight how a product or service helps families thrive — not just survive — can build trust and loyalty.
Investing in Community Growth
Brands have the power to strengthen Heartland communities. Initiatives like job training programs, partnerships with local schools or sponsorships for community events can create a lasting impact. For example, telecom companies investing in broadband expansion in rural areas have not only driven revenue but also improved access to education, healthcare and business opportunities.
Product Positioning That Excites
New Heartland consumers appreciate products that add value without breaking the bank. Refillable household goods, affordable luxuries and versatile items speak to their practicality. Brands that communicate these benefits effectively can win over consumers who prioritize making thoughtful purchasing decisions.
Rethinking Accessibility
Limited access to retail outlets in rural areas provides an opportunity for brands to innovate. Direct-to-consumer delivery models, mobile services and community-based distribution hubs are just a few ways brands can overcome geographic barriers. Consider the success of healthcare companies offering telemedicine services in areas with limited clinic access — a model that has resonated strongly with Heartland consumers.
Optimism and Opportunity
The New Heartland isn’t just a region of challenges; it’s a region of possibilities. It’s where cultural values and economic pragmatism meet, creating a vibrant, loyal and increasingly diverse consumer base. The success of brands like Dollar General, along with the growing interest in regional pride and community-driven initiatives, shows that the Heartland is ripe for innovation and growth.
For marketers, the takeaway is clear: Success in the New Heartland comes not from focusing on its challenges but from celebrating its potential. Brands that embrace this opportunity will not only expand their reach but also build meaningful relationships in one of America’s most dynamic regions.