Blog

3 weeks 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…

1 month 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…

2 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…

2 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…

3 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…

3 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…

4 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…

5 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…

6 months ago

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…

6 months ago

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…