Looking to grow your brand in a way that feels fresh, real and connected? The New Heartland is listening. With its unique mix of affordability, culture, brand loyalty and influence, this region is redefining how people live, work and shop — and it’s packed with untapped potential for brands that invest in getting to know them.
The New Heartland spans 26 states, stretching from the Midwest, Southwest and most of the Southeast, where over 60% of Americans live. It’s not just about geography; it’s about a shared mindset shaped by faith, values, community and hard work. These key attributes influence everything — from how people spend their weekends pursuing their passions, to supporting brands they trust.
The Affordability Advantage
Affordability is one of the New Heartland’s biggest draws. According to Realtor.com, the 10 states with the lowest cost of living are all in this region, ranging from Arkansas and Kentucky to Iowa, Oklahoma and Nebraska. Take Arkansas, for example. With a cost-of-living index 13% below the national average, it’s a place where people can stretch their dollars further and focus on what matters most. For brands, this creates a chance to connect with consumers who want to invest in experiences and products that improve their quality of life.
A Catalyst for Elevating Their Lifestyle
Affordable living isn’t just about saving money — it’s about freedom. In the New Heartland, lower costs mean higher rates of homeownership, giving people a sense of stability and pride. That translates to opportunities for brands offering home goods, renovations and services that help people create the homes of their dreams.
But it doesn’t stop there. With more discretionary income, residents can prioritize experiences that bring them closer to family and community. Think backyard cookouts, road trips and small splurges on premium goods that elevate their space.
A Massive and Influential Market
Here’s the thing: The New Heartland isn’t just retaining its residents; it’s attracting new ones. States like Tennessee, Florida and Texas are seeing a surge of people relocating from high-cost areas like the West Coast and Northeast. As newcomers bring new perspectives while embracing the region’s core values, the cultural influence of the New Heartland continues to expand. For marketers, this translates into an ever-growing audience eager to engage with brands that resonate with their lifestyle.
The Cultural Ripple Effect
The New Heartland isn’t just influencing its own residents; it’s shaping national trends. Think about how country music, camouflage and Southern comfort food have gone mainstream. As more people move into the region, its cultural clout continues to grow. By tapping into these trends early, brands can position themselves ahead of the curve.
Why Brands Should Act Now
Ignoring the New Heartland means missing out on one of the most vibrant, loyal and opportunity-rich markets in the country. It’s not about a one-size-fits-all strategy. It’s about understanding the unique dynamics of this region and meeting consumers where they are.
A home improvement company could emphasize affordable, high-quality solutions tailored to the New Heartland’s family-focused homeowners. A food brand might highlight products that complement local traditions, like big family meals, church potlucks and tailgating. By showing you understand the New Heartland way of life, your brand can earn trust and loyalty that lasts.
Ready to Dive In?
The New Heartland is more than just a place where the cost of living is low. It’s a region rich in culture, connection and opportunity. For brands willing to dive in and build genuine relationships, the rewards can be huge.
So, what are you waiting for? The New Heartland isn’t just a market — it’s a culture. And your brand could be part of it. Contact us today to learn more.