Blog

5 days ago

FROM THE MIDDLE OUT: WHY BRANDS NEED A NEW CULTURAL COMPASS

I’ve spent most of my career helping brands understand a group of consumers who are too often overlooked — the nearly 60 percent of Americans who live between the coasts.…

2 months ago

New Heartland Group Featured in Advertising Age: Continuing the Conversation About Redefining Middle America

We’re pleased to share that New Heartland Group was recently featured in Advertising Age in an article titled “How One Agency Is Redefining Middle America”. The story highlights our ongoing…

4 months ago

HOW WE DEFINE OURSELVES: A TALE OF MINDSETS

At New Heartland Group, we spend a lot of time analyzing how people talk about themselves online. Not in headlines or hashtags, but in the little bios, captions and expressions…

5 months ago

11 REASONS I’M SO PASSIONATE ABOUT LIVING IN THE NEW HEARTLAND

The longer I live and work in the New Heartland, the more grateful I am to be rooted here. This region – stretching across 26 states in the Midwest, Southwest…

5 months ago

New Heartland Group Launches First-of-Its-Kind Digital Advertising Offering Powered by Cultural Intelligence

NASHVILLE, TN – July 17, 2025 – New Heartland Group, the nation’s leading marketing, engagement and cultural insights agency focused on the 60% of U.S. consumers who call the New…

6 months ago

WHY “MADE IN AMERICA” STILL MATTERS (ESPECIALLY IN THE NEW HEARTLAND)

Around the Fourth of July, it’s almost instinctive to reflect on what “Made in America” really means. The label itself is familiar – a badge of pride stitched into ball…

6 months ago

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…

7 months ago

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…

8 months ago

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…

8 months ago

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…