NASHVILLE, Tenn.--(BUSINESS WIRE)--A new study on professional millennials ages 22-34 uncovers key differences between those living in the New Heartland (home to 60% of U.S. consumers in the Southwest, Midwest and Southeast) and the Coasts. Despite efforts brands are making to reach this influential group, 95% of millennials still think advertisers don’t understand them. The study reveals that New Heartland millennials are more focused on family life, while Coastal millennials are more concerned with their careers. New Heartlanders are more likely to be married and have kids, while Coastals are more likely to have college degrees and be employed. The study, commissioned by New Heartland Group, is the first of its kind to segment millennials by geography and age.
When it comes to advertising, New Heartlanders are the most likely to feel disconnected from ads—with New Heartland millennial women being more than 3 times more likely to feel that advertisers have “no clue” about them. The study’s results show how cultural differences impact purchasing decisions and that brands need to be more targeted with their messaging to appeal to millennials.
One of the biggest distinctions between New Heartland and Coastal millennials is their stance on faith. 75% of New Heartland millennials said faith is important, whereas 40% of Coastals said it wasn’t important at all. Faith, community and family are core values that influence buying behavior in the New Heartland.
“This study uncovers key facts about millennials that haven’t been discussed before,” said Paul Jankowski, President at New Heartland Group. “Culture and core values have a significant impact on buying behavior, especially in the New Heartland. This presents a massive opportunity for brands who build a relationship with this segment.”
For more information on the study contact email@example.com.
ABOUT NEW HEARTLAND GROUP
New Heartland Group is the industry leader in helping brands connect with the 60% of U.S. consumers living in the New Heartland—a powerful cultural segment that is connected by a shared set of core values which guide purchasing decisions. New Heartland Group specializes in brand strategy, content creation, digital marketing, and branded entertainment. Clients include Pepsico, Pizza Hut, Legacy Life Transitions and retailer, Stages West. www.newheartlandgroup.com