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 that reveal what they value most.
Recently, we examined how people across different regions describe their identities. What emerged wasn’t just interesting. It was revealing.
Let’s start with the coasts.
Many people describe themselves using role-based identifiers: “wife,” “mother,” “alum,” “coach” and “teacher.” These are tied to status, affiliation and often institutional pride. There’s a clear focus on where you went to school, what your job title is, and how you relate to your family or community. It paints a picture of identity built on structure and title.
Now look at the New Heartland.
Instead of labels, we saw action. “Writer,” “author,” “artist,” “director.” Even relational words like “husband” or “mom” were surrounded by expressions of purpose: “help,” “home,” “community,” “business.” Identity here isn’t about what you are. It’s about what you do and why you do it.
Identity on the coasts is more role-based. In the New Heartland, it’s more purpose driven.
When a brand enters the conversation, it needs to understand which language it’s walking into. Because a campaign that leads with prestige or position might land in New York but fall flat in Nashville. And a message rooted in service, impact or legacy might do the opposite.
It’s why creators matter more than influencers in the New Heartland.
It’s why “family-owned” still carries weight.
And it’s why brands who get the nuance of identity will always outperform those who rely on blanket messaging.
This is more than a cultural footnote. It’s a strategic filter.
At a time when AI, algorithms and automated messaging are everywhere, real resonance still comes down to one thing: understanding how people see themselves.
And in the New Heartland, they see themselves through what they build, not just the titles they hold.