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,…
Trend-Chasing in Brand Marketing Is So 2024
In the ever-changing world of marketing, chasing viral trends often feels like the ticket to staying relevant. Whether it’s NFTs, virtual concerts or crafting campaigns inspired by hit shows like Succession…
Great Chevy and Teleflora Holiday Ads Win With the New Heartland Consumer
The holidays are more than just a season in the New Heartland — they’re a feeling. A time when family, community, and traditions take center stage. For brands looking to…
5 Lessons Brands Can Learn About the New Heartland from the Presidential Election
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…
The Power of the New Heartland Voice is Stronger Than Ever
Your brand is likely missing out on fully leveraging the power of the 60% Americans who call the New Heartland home. You may be targeting them, but there’s a good…