The New Heartland Speaks includes powerful new insights on how to reach Gen Z customers in the New Heartland based on the New Heartland 2020 Generational Study commissioned by New Heartland Group. Segmented by generation, this first-of-its-kind research identifies differences between Gen Z, Millennials and Gen X customers in the New Heartland, as compared to their coastal counterparts, including brand perceptions, lifestyle influences, buying behaviors and culturally-relevant messaging brands should use to reach and impact this powerful segment.
In The New Heartland Speaks, Paul Jankowski dimensionalizes the complex, powerful, but often overlooked population living in the heart of our country. His insights are vital nourishment for 21st century brand strategies that hope to unlock the massive potential of this values-based group and give us clear guidance on how to train our thinking to do just that.
Nicole Portwood
Vice President of Marketing
Mountain Dew, Energy & Flavors
Paul was years ahead of everyone else in identifying the great trend towards the New Heartland. While everyone else is now discovering what is happening there, Paul was the true pioneer. No brand today can be taken seriously if they don’t have a New Heartland strategy to build relationships with customers, and The New Heartland Speaks provides a practical roadmap in how to do so. Paul’s intellectual rigor and leading analytical research provides the true story of what is happening, and this book is a must read.
Jim Wilkinson
Chairman/CEO
TrailRunner International (former head of global comms for Pepsico and Alibaba)
In The New Heartland Speaks, Paul Jankowski dispels the gross stereotypes and misconceptions often ascribed to the Heartland, and gives marketing leaders unique insight into this vital and dynamic group of Americans. His book serves as an indispensable guide for those who seek to understand and build meaningful relationships with the New Heartland.
Frank Cooper
Senior Managing Officer, Global Chief Marketing Officer
BlackRock
Paul will disarm you with his easy, story-telling style. But before you know it, the uncomfortable truths of his observations around how brands can fail to empathize with a massive consumer segment will be lodged in your brain. And shortly thereafter, you will find yourself telling others those stories.
Jon Butcher
CEO
Mintel Americas
Paul Jankowski has a deep understanding of the New Heartland and has found a unique way to connect with today’s consumer with authenticity. I would recommend anyone looking to strategically reach this audience to read The New Heartland Speaks.
Byron Wortham
President
Rocky Brands (Durango Boots, Rocky Boots, Georgia Boot)
Paul Jankowski has long been the authority on helping top-tier brand marketers better understand and to connect with the New Heartland Consumer. His latest book, The New Heartland Speaks—The Marketers Guide to Reaching America’s Most Powerful Segment, digs even deeper and specifically into the behaviors and preferences of the millennial and Gen Z consumer segments. The research and valuable insights contained in this book are essential in connecting to Americas future consumers.
Charles Horsey
Founder & Former CEO, Global Brand President
MKTG
Paul Jankowski is totally on target with his insights into and marketing strategies for reaching the powerful New Heartland consumer. I have seen the results of following many of the principles Paul espouses in my time at both Southern Living and Bassmaster, two brands that must speak to this self-identifying New Heartland consumer authentically and creatively.
Bruce Akin
CEO
B.A.S.S.
The New Heartland Speaks includes powerful new insights on how to reach the New Heartland customer. With first-of-its-kind research, this marketing guide identifies differences between Gen Z, millennials and Gen X customers in the New Heartland and Coasts including brand perceptions, lifestyle influences, and more.
Speak American Too: Your Guide to Building Powerful Brands in the New Heartland is the definitive field manual for marketing to one of the nation’s largest and most powerful cultural segments.
Paul Jankowski is a recognized brand builder, thought leader, speaker and Forbes contributor on marketing and creating culturally-relevant messaging in the New Heartland. His expertise lies in all aspects of global brand development as the founder of Nashville-based New Heartland Group and previously serving as CMO at Elvis Presley Enterprises, VP/Media Marketing at SFX Entertainment (Live Nation), Director, Global Entertainment Relations at Gibson Guitar Corp., and in Pop/Rock/Urban Promotion/Marketing at MCA Records and SBK Records. Jankowski has deep experience working with high profile music artists, athletes and other influencers including Taylor Swift, Blake Shelton, Beyoncé, Lady Antebellum, Dierks Bentley, and Jason Aldean. He is a member of the Country Music Association and was a certified NFL agent. Paul received a B.S. degree in Communications/Advertising from the University of Tennessee, and he lives with his wife and four children outside of Nashville.