Most marketers don’t understand the American Heartland, a unique segment that is ever evolving, and requires constant attention for brands to remain relevant. But being underestimated and underserved means it presents a huge opportunity for brands that become Heartland savvy.

There is a new Heartland that is as complex and diverse as the rest of the U.S. It’s comprised of the Midwest, Southeast, and parts of the Southwest—which have more in common than you might think. It includes large, cosmopolitan cities, small rural towns, and spots in the middle of nowhere. Its residents are corporate executives, factory workers, celebrities, soccer moms, debutantes, tobacco farmers, and former U.S presidents.

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