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 embracing marketing that resonates more broadly. This shift isn’t just a reaction to cultural and political trends – it’s a recognition of the enormous influence of the New Heartland, a region encompassing the Midwest, Southwest and parts of the Southeast where faith (not religion), community, family and lifestyle passions play a central role in consumer decisions.
The Rise of Values-Based Marketing
For years, national brands leaned heavily into social messaging that aligned with urban and coastal audiences. But as consumer preferences evolve, companies are reassessing their approach. Many in the New Heartland have long felt overlooked by major brands. Now, companies are seeing success by ensuring their messaging reflects values that matter to these consumers rather than prioritizing a one-size-fits-all national approach.
Themes of patriotism, faith and family-driven lifestyles are gaining renewed attention. Brands that once distanced themselves from these ideas are now recognizing their importance — and they’re seeing results.
Why This Shift Matters
New Heartland consumers reward brands that respect their point of view and how they live their lives. Studies show that consumers who feel a brand aligns with their beliefs are more loyal and confident in their purchasing decisions. This is why campaigns that reflect deeply held traditions are resonating more than ever.
Ford is smart to lean into that with its “Made in America” campaign. In the New Heartland, patriotism and pride in American craftsmanship run deep, especially in places where Ford trucks are passed down like heirlooms and buying American-made is more than a label – it’s a legacy.
But let’s be clear: “Made in America” means different things in different places. In the New Heartland, it’s about trust, tradition and the belief that hard work should be rewarded with something that lasts.
This message is especially timely now. With the recent tariff threats on imported vehicles and parts, automakers are facing significant challenges. Because over 80% of Ford vehicles sold in the U.S. are assembled domestically, the company is better positioned to weather these economic headwinds compared to competitors relying more heavily on imports.
In the personal care industry, brands are shifting away from one-size-fits-all messaging and embracing a more targeted approach. Companies that celebrate characteristics like strength, resilience and self-reliance are gaining traction, while those that overlook these shifts risk losing market share. Examples include Duke Cannon, which has built its brand around patriotism and military-inspired marketing; Old Spice, which has leaned into themes of masculinity and confidence; and Native, which appeals to consumers who prioritize transparency in their personal care choices.
Another example: Black Rifle Coffee has built a powerhouse brand by partnering with veterans, hunters and outdoor enthusiasts who align with their mission. Instead of generic lifestyle influencers, they work with people who embody their brand ethos.
The Evolution of Marketing Priorities
As brands analyze market performance, they are recognizing the need for a more even-handed approach – one that acknowledges diverse audiences while also ensuring they remain connected to broader American perspectives. It’s not about liberal vs. conservative marketing, it’s about balance. The result is a recalibration, with brands working to engage consumers in ways that feel relatable, and are aligned with regional ideals.
How Brands Can Adapt
Marketing to an audience that prizes tradition doesn’t mean abandoning innovation – it means being intentional about messaging and ensuring it resonates with the right consumers. Brands looking to succeed in this space should:
- Focus on being relatable. New Heartland consumers can quickly detect insincerity, so token gestures won’t work.
- Reflect themes of faith, community and family without
- Use community-driven marketing and influencers that audience will identify with, rather than relying solely on mass media campaigns.
- Avoid alienating large portions of their audience by taking divisive political stances.
- Stay committed to the messaging.