Coastal and Heartland Consumers - US - January 2020
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This report explores the differences and similarities between America’s Heartland versus Coastal consumers. According to Mintel’s definition, the Heartland comprises of the majority of Midwest, South, and Mountain regions, excluding, however, major metro areas throughout these locations. Chicago, Denver, and Detroit, for instances, are classified as Coastal, along with the majority of states outlining the East and West Coasts.
"Where people live can shape their attitudes and behaviors. However, even though the media paints two very different pictures of Heartland and Coastal Americans, there are more similarities than differences between the two consumer groups. From organizational trust to overall life satisfaction, Heartland and Coastal adults display more nuanced differences rather than fundamental distinctions."
- Lisa Dubina, Senior Analyst
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