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 work helping brands understand and connect with the 60% of Americans who live in what we call the New Heartland—the Midwest, Southwest, and Southeast.
Why the Feature Matters
This feature isn’t about recognition, it’s about continuing a conversation that’s at the core of who we are. For years, we’ve worked to show brands that understanding culture and values is just as essential as understanding data. The Ad Age article reinforces that belief, shining a light on how cultural connection, rooted in values like faith, community and family, can create more meaningful and long-lasting brand relationships.
Our Commitment to Innovation
At the center of this mission is New Heartland Speaks, the first and only insights, trends, and sentiment platform built specifically to help brands better understand the New Heartland consumer. Through proprietary, AI-driven tech stack and primary research, New Heartland Speaks gives marketers a real-time look at what people in the region care about, talk about, and believe in.
It’s one more way we’re helping bridge the cultural gap between national brands and the most influential consumer segments in the country.
What Advertising Age Highlighted
The article touches on a few key ideas that guide our work every day:
- Culture drives connection. Marketing that reflects shared values and everyday experiences builds stronger relationships.
- The New Heartland is dynamic. The New Heartland is evolving, diverse, and central to shaping American culture—not just reflecting it.
- State of Mind. It’s not defined by geography…it’s a state of mind shared by folks living all over the country.
- Listening comes first. Whether through insights, conversations, or data from New Heartland Speaks, we start by listening to understand before creating strategies and activations to help brands connect to the New Heartland consumer.
Gratitude for Our Partners and Team
We’re grateful to Advertising Age for sharing our story and to the clients and collaborators who make this work possible. Every project we take on is a reflection of shared trust, creativity, and respect for the people who make up the heart of America.
Looking Ahead
Our mission remains simple: to help brands earn trust by understanding people—not as demographics, but as neighbors, families, and communities with deeply held values. The Ad Age feature is an encouraging reminder that this approach matters, and that innovation and empathy can go hand in hand.