# Consumers Brands Can't Afford to Ignore: Rethinking America's New Heartland

Page: https://stenobird.com/podcast/mintel-little-conversation-970536/consumers-brands-can-t-afford-to-ignore-rethinking-america-s-new-heartland
Text version: https://stenobird.com/podcast/mintel-little-conversation-970536/consumers-brands-can-t-afford-to-ignore-rethinking-america-s-new-heartland.md
Podcast: [Mintel Little Conversation](https://stenobird.com/podcast/mintel-little-conversation-970536)
Published: 2026-07-02T12:00:00+00:00
Episode link: https://www.mintel.com/little-conversation
Audio file: https://episodes.captivate.fm/episode/3b82234a-fe82-446f-b211-4f6c0cf98168.mp3
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JSON: https://stenobird.com/v1/public/podcasts/mintel-little-conversation-970536/episodes/consumers-brands-can-t-afford-to-ignore-rethinking-america-s-new-heartland
Duration seconds: 1733

## Resource

Marketers have more consumer data than ever before but are they losing sight of the people behind it? In this episode, Andrew Davidson speaks with Paul Jankowski, Founder and CEO of New Heartland Group, about why brands have become over-reliant on data and under-invested in understanding consumers' lived experiences. They explore the New Heartland—a cultural segment representing 60% of Americans and $7–8 trillion in buying power—and discuss why values like family, community and faith often shape purchasing decisions more than traditional demographics. The conversation also examines how brands can move beyond targeting to build genuine cultural relevance in an increasingly AI-driven world. What did you think of the conversation? Join us on Mintel's LinkedIn to continue the discussion about understanding what data misses, and visit Mintel.com to become a member of our free Spotlight community . To gain a clearer view of how trust, community, relationships, and lived experience shape brand perception, shopper behavior, and customer loyalty among this consumer group, download the free The Visibility Gap™ report from Mintel today. Don't forget to follow Mintel Little Conversation wherever you get your podcasts so you never miss an episode. Host: Andrew Davidson, Principal Strategist, Comperemedia Guest: Paul Jankowski, CEO and Founder of New Heartland Group

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## Transcript

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