What if the next big cultural trend isn’t coming from the coasts, but from the center of the country? From music and fashion to food and retail habits, the New Heartland is no longer just following trends: it’s creating them. This vast region – which spans 26 states in the Midwest, Southwest and most of the Southeast – is a cultural engine, quietly and consistently shaping what the rest of the country eats, wears and listens to.
Food & Beverage: From Farm to National Phenomenon
Some of the most popular food trends today have roots in New Heartland traditions. BBQ, craft whiskey and farm-to-table dining weren’t born in big cities. They were staples of local communities long before they became buzzwords. Take Nashville Hot Chicken, for example: once a regional favorite, it’s now a national sensation thanks to major chains like KFC and Shake Shack jumping on board, because these flavors resonate far beyond state lines.
Fashion: Western and Workwear Go Mainstream
The rise of the workwear aesthetic is another example of New Heartland influence taking center stage. Brands like Carhartt, Ariat and Wrangler have deep roots in utility and durability. Today, they’re just as likely to show up in an urban coffee shop as they are on a ranch. Camo and cowboy boots, once seen as niche or regional, are now global fashion statements. Boot brands like Tecovas and Lucchese have bridged the gap between heritage and high fashion, embraced by everyone from country music stars to bridal parties to high-end designers.
Entertainment & Music: New Heartland Sounds Take Over
Country music is the fastest-growing genre in the U.S., dominating streaming charts and filling stadiums from coast to coast. Artists like Jelly Roll and Zach Bryan are redefining what country music sounds and feels like, attracting a wide and diverse audience.
Even pop royalty is taking notice – Beyoncé’s recent turn toward country is a cultural milestone that speaks volumes about the influence of the New Heartland on mainstream entertainment. Other artists are following suit: Post Malone has made headlines with his foray into country music, further blurring the lines between genres and spotlighting New Heartland influence.
Meanwhile, rising star Chappell Roan, a Missouri native, brings a unique blend of theatrical pop and small-town authenticity to the national stage – proving that the New Heartland’s cultural exports aren’t limited to country alone.
Retail & E-Commerce: Small-Town Shopping, Big-Time Impact
Consumer behavior in the New Heartland is also reshaping retail. As national retailers realize the spending power and lifestyle preferences of the region, they’re shifting strategies to meet them where they are. Boot Barn and Academy Sports are expanding aggressively into suburban and rural areas, driven by demand for lifestyle-driven retail experiences that reflect New Heartland values.
Amazon has committed billions to expanding its rural delivery infrastructure, including the addition of new distribution hubs to better serve small-town markets. Dollar General continues to thrive by opening stores in underserved areas and increasing access to fresh food and essential goods. Regional grocery chains like Fareway are also seeing growth, offering personalized service and quality meat and produce that resonate deeply with New Heartland values. These retail strategies are proof that smaller communities hold massive potential – and national brands are taking notice.
Business Migration: Corporate Headquarters Head South and Inward
It’s not just consumers who are gravitating toward the New Heartland – major corporations are, too. In recent years, a growing list of companies have relocated their headquarters from coastal cities to more affordable, business-friendly environments in the New Heartland.
Brands like CKE Restaurants (Carl’s Jr. and Hardee’s), Whataburger, Oracle and Mitsubishi have all made strategic moves to cities such as Nashville, San Antonio, Austin and Franklin, TN. These decisions aren’t just about taxes or cost of living – they reflect a deeper alignment with the values, workforce and lifestyle offered by New Heartland communities.
As more companies follow suit, the New Heartland is becoming an economic hub with national influence – proving once again that the cultural center of gravity in the U.S. is shifting.
Why It Matters
The takeaway is clear: national brands can’t afford to ignore the New Heartland. This isn’t just a regional market – it’s a bellwether for broader trends. By understanding the values, habits and culture of New Heartland consumers, marketers can tap into a powerful current that shapes national preferences.
At the New Heartland Group, we help brands navigate this terrain with cultural intelligence and on-the-ground insights. Want to know which New Heartland trend is poised to go national next? Let’s talk.