New Heartland Group

Welcome to the New Heartland Group, the country's only marketing agency/consultancy dedicated to connecting brands with the nearly 60% of customers who live in the New Heartland. We are a team of experienced professionals with a deep understanding of the New Heartland, its culture, and its people. Our mission is to help brands successfully reach and engage with this important group of customers.

The New Heartland: A Cultural Segment

The New Heartland is more than just fly-over states or "filler" between the Hudson River and LA. It is a massive and influential cultural segment that represents nearly 60% of U.S. customers. From the Southwest, Midwest, and parts of the Southeast, New Heartlanders embrace unique cultural nuances anchored in core values and lifestyle activities. Brands that ignore these nuances miss a big opportunity that could pay off for generations.

Our Team

Our team is a collection of doers, thinkers, and creators. We are a group of experienced professionals with a deep understanding of the New Heartland, its culture, and its people. We are intentional about hiring individuals who share our passion for connecting brands with this important group of customers.

Thought Leadership

Fueled by proprietary research and deep marketplace experience, we share insight into the cultural nuances and core values found in the New Heartland, and how they affect buying behavior. Our founder, Paul Jankowski, is a recognized thought leader in this space, and his work has been featured in Forbes.com.

What We Do

We help our clients understand how culture, core values, attitudes, and lifestyle activities influence buying behaviors. We develop culturally relevant strategies and tactics to connect to New Heartland customers and drive brand advocacy that can last for generations. Our services include:

• Brand Strategy: We develop culturally relevant strategies to connect with New Heartlanders and drive brand advocacy that can last for generations.
• Custom Insights: We are rooted in research and provide custom cultural insights into the New Heartland consumer.
• Digital/Social Strategy: We build digital strategies that are nuance-aware and culturally correct.
• Cultural Immersions: We provide hands-on, custom-designed, in-market Immersions that help clients better understand how their New Heartland customers actually live.
• Branded Entertainment: We have extensive branded entertainment experience, including brand-artist/influencer partnerships, under our One Bullet Entertainment division.

Our Work

We have worked with some of the biggest brands in the world to help them understand and connect with New Heartland customers. Our work includes custom research, strategy development, cultural immersions, and branded entertainment. To view all of our work, click here.

Contact Us

If you are interested in learning more about how we can help your brand connect with New Heartland customers, please contact us at info@newheartland.com.