THE NEW CULTURAL CAPITAL: WHAT’S DRIVING TRENDS BEYOND THE COASTS
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…
BACKING OFF THE ACTIVISM: HOW BRANDS ARE REBALANCING THEIR MESSAGING
The American consumer landscape is shifting, and so are brand strategies. A growing number of companies are moving away from messaging that caters to city and coastal audiences and are…
WHEN AI DOESN’T SPEAK YOUR LANGUAGE (EVEN WHEN IT’S ENGLISH)
Imagine asking Chat GPT for advice and getting an answer that just doesn’t sit right. Maybe it feels too cold, too corporate or too far removed from how you and…
Forget the Hype — New Heartland Consumers Want Real Influence
Many brands approach influencer marketing with a one-size-fits-all mindset — if it works on the coasts, it’ll work in the New Heartland. That’s a costly mistake. The biggest misstep is…
March Madness: More Than a Tournament in the New Heartland
Every March, the country turns its eyes to the hardwood as college basketball takes center stage. Brackets are busted, Cinderella stories unfold, and for a few weeks, the passion of…
The Great Brand Divide: How Politics Shapes Consumer Choices
It used to be that a great product and smart marketing were all a brand needed to win over consumers. But today, political leanings are shaping brand preferences more than…
Super Bowl 2025: 5 Ads That Will Win Over the New Heartland
Super Bowl LIX is fast approaching, and while millions tune in for the game, the commercials remain one of the biggest highlights of the night. For brands, this is the…
Athletes Are More Likable Than Influencers: Here’s Why It Matters for Brands in the New Heartland
With the Super Bowl just around the corner, I’m reminded of the incredible power athletes have to connect with audiences — from the national championships down to small town homecoming…
The New Heartland: Where Affordability Meets Opportunity for Brands
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…
Why the New Heartland’s Cost of Living Matters to Marketers
Looking to grow your brand in a way that feels fresh, real and connected? The New Heartland is listening. With its unique mix of affordability, culture, brand loyalty and influence,…