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Description

Description

Covered in this report

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

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definitions
      • Executive Summary

        • Target audience
          • Figure 1: Heartland and Coastal by state, November 2019
        • Top takeaways
          • Understanding Heartland and Coastal attitudes
            • Both Coastal and Heartland Americans are generally satisfied with life, with the exception of personal savings
              • Figure 2: Heartland and Coastal consumer groups, life expectations – overall satisfaction, November 2019
              • Figure 3: Heartland and Coastal consumer groups, life expectations, November 2019
            • While easy for most Americans, grocery and household shopping proves challenging for some Heartlanders
              • Figure 4: Heartland and Coastal consumer groups, shopping distance, November 2019
              • Figure 5: Heartland and Coastal consumer groups, shopping distance- almost always shop online, November 2019
            • A general lack of trust is widespread among Americans, though more prevalent throughout the Heartland
              • Figure 6: Heartland and Coastal consumer groups, organizational trust, November 2019
              • Figure 7: Heartland and Coastal consumer groups, organizational trust, November 2019
            • Marketing to Heartland and Coastal Groups
              • Targeting Heartland consumers and managing their distrust
                • Providing and supporting a sense of community
                • Target Audience – What You Need to Know

                  • America’s Heartland and Coastal overlaps with rural and urban
                    • Race and ethnicity are the main demographic distinctions between Heartland and Coastal
                      • “Coastal liberal” is more accurate than “Coastal elite”
                        • Nuanced differences between Heartland and Coastal Lifestyles
                        • Heartland and Coastal by the Numbers

                          • America is nearly split between Coastal and Heartland consumers
                            • Figure 8: Heartland v. Coastal Consumers, November 2019
                          • Who are Heartland and Coastal consumers?
                            • Figure 9: Heartland and Coastal by state, November 2019
                            • Figure 10: States by 2016 election outcome
                            • Figure 11: Heartland and Coastal regional breakdown, November 2019
                          • Definition of “Heartland” overlaps with “rural”
                            • Figure 12: Heartland and Coastal consumer groups, by area of residence, November 2019
                          • Generational make-up is similar across the two segments
                            • Figure 13: Heartland and Coastal consumer groups, by generation, November 2019
                          • Coastal is more multicultural than the Heartland
                            • Figure 14: Heartland and Coastal consumer groups, by race, by Hispanic origin, November 2019
                          • Coastal isn’t necessarily “elite” compared to Heartland
                            • Figure 15: Heartland and Coastal, by household income, November 2019
                            • Figure 16: States by household median income, November 2019
                            • Figure 17: Heartland and Coastal, by employment status, November 2019
                            • Figure 18: Education by Heartland and Coastal, by level of education, November 2019
                          • Coastal liberalism is real, though both segments skew conservative
                            • Figure 19: Heartland and Coastal consumer groups, by political views, November 2019
                        • Heartland & Coastal: In Their Own Words

                          • Both are welcoming and friendly, but with nuanced differences
                            • How Heartland and Coastal shapes its residents
                              • Satisfaction in life has been hard-earned
                              • Attitudes and Expectations – What You Need to Know

                                • Finances are the exception to generally high life satisfaction
                                  • Heartland lacks accessible retailers, yet Coastals are driving the home delivery trend
                                    • News coverage trumps pop culture for most Americans
                                      • Community perceptions indicate Heartland areas may be gaining appeal
                                        • Americans trust corporations more than the US government
                                          • Mistrust of media is prevalent among America’s Heartland
                                          • Life Expectations

                                            • Americans are satisfied with how and where their lives ended up
                                              • Figure 20: Heartland and Coastal consumer groups, life expectations – overall satisfaction, November 2019
                                            • Home and family life are areas of highest satisfaction
                                              • Figure 21: Heartland and Coastal consumer groups, life expectations, November 2019
                                            • Finances fall short of expectations
                                              • Figure 22: Heartland and Coastal consumer groups, life expectations, November 2019
                                            • Heartland health concerns
                                              • Figure 23: Heartland and Coastal consumer groups, life expectation, November 2019
                                          • Shopping Behaviors

                                            • Heartlanders are more likely to travel further for essential shopping
                                              • Figure 24: Heartland and Coastal consumer groups, shopping distance, November 2019
                                            • Shopping in the Heartland is driven by location and price
                                              • Figure 25: Heartland and Coastal consumer groups, shopping habits, November 2019
                                            • Heartland areas lack accessible retailers – but communities might be closer because of it
                                              • Figure 26: Perceptions of community, by shopping distance traveled, November 2019
                                            • Despite Heartlanders’ lack of accessibility, Coastal consumers are leading home delivery trends
                                              • Figure 27: Heartland and Coastal consumer groups, shopping distance- almost always shop online, November 2019
                                          • Media Consumption

                                            • Americans tuned in to news coverage over pop culture
                                              • Figure 28: Heartland and Coastal consumer groups, important topics followed, November 2019
                                          • Perceptions of Community

                                            • Americans lack a sense of community
                                              • Figure 29: Starbucks Chicago Roastery Post, November 2019
                                              • Figure 30: Describing community, November 2019
                                            • Heartland is perceived better for families
                                              • Figure 31: Heartland and Coastal consumer groups, describing community, November 2019
                                            • But Coastal communities offer more diverse experiences
                                              • Figure 32: Heartland and Coastal consumer groups, describing community, November 2019
                                            • Heartlanders are more likely to see community as improving
                                              • Figure 33: Heartland and Coastal consumer groups, improving or declining community, November 2019
                                            • Gen Z show more community optimism
                                              • Figure 34: Improving or declining Community – by generation, November 2019
                                          • Personal Values

                                            • For White Heartlanders, society is changing too quickly
                                              • Figure 35: 2020 Ikea digital catalog, December 2019
                                              • Figure 36: Heartland and Coastal consumer groups, attitudinal statements, November 2019
                                            • Coastal adults seek new experiences, particularly those who are single
                                              • Figure 37: Target’s Hearth and Hand with Magnolia
                                              • Figure 38: Heartland and Coastal consumer groups, attitudinal statements, November 2019
                                            • Heartland adults report higher levels of distrust in government
                                              • Figure 39: Heartland and Coastal consumer groups, organizational trust, November 2019
                                            • Corporations are seen as more trustworthy than government
                                              • Figure 40: Heartland and Coastal consumer groups, organizational trust, November 2019
                                            • eCommerce retailers may want a specific Heartland strategy
                                              • Figure 41: Heartland and Coastal consumer groups, organizational trust, November 2019
                                            • Trust in media does not come easy for Americans, especially Heartlanders
                                              • Figure 42: Heartland and Coastal consumer groups, organizational trust, November 2019
                                              • Figure 43: Heartland and Coastal consumer groups, organizational trust, November 2019
                                              • Figure 44: Heartland and Coastal consumer groups, organizational trust, November 2019
                                          • Key Trends – What You Need to Know

                                            • Surroundings: Urban anxiety vs Heartland growth
                                            • Mintel Trend Drivers: Surroundings

                                                • What’s Happening Now
                                                  • Urban rewilding is the response to urban anxiety
                                                    • Figure 45: The Wild Mile Chicago Press Coverage, June 2018
                                                  • Micromobility addresses commuter challenges
                                                    • Figure 46: Bird Social Media, November 2019
                                                  • Brands reimagine their Heartland headquarters
                                                    • Figure 47: Low aerial view of new Walmart Home Office building, May 2019
                                                  • What’s Happening Next
                                                    • United States of relocating
                                                      • Crisis of affordability will motivate Americans to move
                                                        • Coastal areas will face the brunt of climate change effects
                                                          • A push for innovation jobs in the Heartland
                                                            • Heartland and Coastal likely to grow even more similar
                                                            • Appendix – Data Sources and Abbreviations

                                                              • Data sources
                                                                • Consumer survey data
                                                                  • Consumer qualitative research
                                                                    • Abbreviations and terms
                                                                      • Abbreviations

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