Preview: Brands target marketing at American everyman

08.05.2017 Advertising : Marketing : Branding
Praise by RAM trucks

US – To reach a wider audience, brands are celebrating everyday successes and remaining true to their core identities.

Growing income disparity in the US has left a large segment of the American population turning inwards, holding on to local ties and value systems.

‘The New Heartland is an underserved, overlooked cultural segment that offers a great opportunity for brands that take the time to understand it,’ Paul Jankowski, president of the New Heartland Group, tells LS:N Global, speaking on the values of this vast segment. ‘Faith, ties to community, family, patriotism, keeping your word – these core values bubble to the top.’

Brands such as MillerCoors are scrapping aspirational hipster marketing in favour of more traditional values-based marketing to speak to a demographic outside of coastal cities. In 2016 it scrapped its I Am Rich campaign and revived its 1970s slogan ‘If you've got the time, we've got the beer’.

The Big Picture

  • American values such as hard work and community may be more important than aspirational internet influencers in some markets
  • For more on why it is essential to consider marketing outside of key cities in the US, see our latest microtrend American Values Marketing
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
Discover Our Memberships Sign in

What do we use cookies for?

We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.

Learn more