In the ever-changing world of marketing, chasing viral trends often feels like the ticket to staying relevant. Whether it’s NFTs, virtual concerts or crafting campaigns inspired by hit shows like Succession or Yellowstone, the allure of being part of “what’s hot” is hard to resist. But what if these trends don’t resonate with your audience — or worse, alienate them?

For brands targeting the New Heartland — a region made up of the Midwest, Southwest and parts of the Southeast that encompasses 60% of U.S. consumers — trend-chasing is more often a gamble than a win. This audience doesn’t always aspire to follow trends that marketers think are cool. They’re more interested in being real in their relationships, conversations and brands they support.

As we enter 2025, it’s time to leave behind the old approach of trend chasing and adopt a new one: focusing on lasting connections that truly matter.

The Consumer-Marketer Disconnect

A recent study by iHeartMedia and Pushkin Industries underscored the gap between marketers’ assumptions and the consumer reality. According to the research:

• 62% of consumers have never heard of Succession, compared to just 5% of marketers.
• 40% of consumers are unfamiliar with NFTs, while all marketers surveyed were aware of them.

These are just two examples of a disconnect that we see quite often in marketing campaigns targeting the New Heartland that were designed in a big city boardroom. For example, Burger King’s vegan burger gained popularity in urban markets but was met with skepticism in the New Heartland, where traditional meat-based diets dominate. Similarly, Meta’s VR-based marketing efforts, which promoted things like virtual concerts and virtual shopping, struggled to engage this audience. Consumers in the New Heartland either lacked the tech to engage or were just not interested — they tend to prioritize practical experiences.

Don’t let your personal experiences and biases skew your perception of what matters to consumers, because it can lead to ineffective messaging.

Resolution #1: Shift from Viral to Valuable

It’s time to make some marketing resolutions and embrace a new mindset: prioritize values and lifestyle passions over fleeting trends. While marketers may be used to relying on celebrities, influencers and niche pop culture in campaigns, consumers — especially in the New Heartland — are motivated by family and community. Trend-chasing risks alienating audiences who prioritize these deeper connections.

Consider this: marketers may find European travel glamorous, but their audience might prefer a road trip to see their favorite college football team on the road for some serious tailgating. Building campaigns around these real passions fosters connections that outlast the lifespan of any trend.

Resolution #2: Connect at a Human Level

Consumers trust real people over influencers. Marketers should focus on reflecting real lived experiences that will resonate with the New Heartland in their campaigns — not idealized versions of what they assume consumers aspire to.

A recent example of this approach is Apple’s 2024 holiday ad, Heartstrings. The ad connected deeply by showcasing a heartfelt family story that emphasized shared moments between a father and his daughter. Rather than relying on flashy trends, Apple’s campaign drew viewers in with an emotional narrative that felt relatable and timeless. This underscores how campaigns rooted in human experiences can create lasting impressions and foster brand loyalty.

New Heartland audiences are drawn to brands that celebrate experiences with family, friends and their community. By adopting this approach in 2025, brands can leave behind the hype of past strategies and focus on meaningful engagement that stands the test of time.

Resolution #3: Listen to Your Audience

Effective marketing starts with understanding your audience’s feelings, behaviors and motivations. This requires more than surface-level analytics. Test messages across different regions and cultural contexts to ensure your campaigns reflect diverse perspectives — especially in New Heartland markets.

Avoid falling into the trap of relying solely on hype or personal assumptions. Use data to dig deeper into what truly motivates your audience, but remember that connection requires more than numbers. It’s about creating campaigns rooted in shared beliefs, not short-lived trends.

Resolution #4: Balance Trends with Brand Purpose

Trends aren’t inherently bad, but they should serve your brand’s mission and audience. Before jumping on the next big thing, ask: Does this trend align with our purpose? Will it strengthen long-term trust and loyalty?

Prioritizing timeless principles over short-term buzz ensures your marketing resonates on a deeper level. Consumers appreciate a brand’s long-term commitment — a quality that trend-chasing often sacrifices. In 2025, the goal should be to balance creativity with strategic purpose, leaving behind the short-lived excitement of viral trends.

A Purposeful Path Forward in 2025

As the new year approaches, marketers have an opportunity to shift from chasing trends to building lasting connections. By aligning strategies with audience values and lifestyle passions while focusing on deeper connections, brands can foster trust, loyalty and meaningful relationships.

2025 is the year to leave the old ways behind. Let’s stop chasing fleeting moments and start creating campaigns that stand the test of time. This new approach isn’t just forward-thinking — it’s the key to sustainable success in the years ahead.