The 2024 presidential election highlighted the pivotal role and powerful voice of the American heartland—a region encompassing the Midwest, Southeast and Southwest and home to nearly 60% of the U.S. population. Beyond its political impact, this region holds invaluable lessons for brands looking to connect with consumers through their deeply rooted traditions and lifestyle passions.

Here are five crucial lessons brands can take away from this year’s election:

Polls are only part of the story

Once again, national polling miscalculated voter turnout and sentiment, just as brands often misjudge consumer behavior by relying on data alone. The election proved how easy it is to miss the nuances that drive real behavior, especially when it comes to regional dynamics and more localized shifts in sentiment.

Lesson: Numbers alone won’t tell you what’s really driving your audience. You must dig deeper into cultural and regional nuances to understand the personal stories, values and emotional drivers of consumers.

Loyalty is earned, not assumed

Political loyalty is more fluid than many assume. This election saw a surprising number of voters shifting party lines based on specific issues such as the economy or immigration policies. Similarly, brand loyalty in this region is earned—and easily lost—if consumers feel their values aren’t aligned with a company’s actions.

Lesson: Don’t take consumer loyalty for granted or get complacent with success. Brands must demonstrate a consistent commitment to the values and concerns of consumers. Brands that dip in and dip out based on who’s leading the brand at the time do more harm than good. If your brand wants to build a relationship, then fully commit.

Trust matters more than ever

With trust in political institutions at an all-time low, many voters turned to candidates they felt they could trust to represent their broader interests, even if they didn’t agree on every issue. Trust is equally critical in the world of branding, where transparency and consistency are paramount. Many voters have long been left to deal with big promises not kept, and brands that fail to build trust with them won’t succeed.

Lesson: Trust isn’t built overnight. Brands need to be transparent, consistent and real. Speak directly to the concerns of consumers, in their language, and deliver real value. Showing up with substance—rather than a message based solely on data and devoid of cultural relevance—will earn respect. 

Local voices carry national weight

While the coasts often dominate media and cultural narratives, the heartland wields immense influence over national outcomes. The election reinforced the power of localized, grassroots movements, as many voters were mobilized through community-based initiatives rather than national campaigns.

Lesson: Embrace a local-first, inside-out strategy. Collaborate with regional influencers, community leaders and local media to amplify your brand’s message in a way that resonates with audiences. Trying to blanket a region with a one-size-fits-all approach is a mistake—your brand’s message must come from within the community to truly gain traction. 

Values drive action

Consumers make decisions based on deeply held values—values often tied to faith, community, family and hard work. For brands, understanding the role these values play is not optional—it’s essential. However, this doesn’t mean adopting generic, purpose-driven messaging. As the election showed, a majority of voters are pragmatic, not idealistic. Brands that ignore their values-driven realities risk alienating a critical audience.

Lesson: Make empathy foundational in communicating your brand purpose and stay grounded in the realities that matter to this audience. While purpose matters, it must be connected to tangible, everyday concerns like economic opportunity, job security and community well-being.

The 2024 election underscored the heartland’s political power—and is a reminder of its cultural and economic influence. For brands, the message is simple: If you want to succeed in the heartland or any region, you must listen first. Assume nothing and take the time to understand the unique priorities of diverse, dynamic regions. Only by investing in real relationships with consumers—built on trust, empathy and an understanding of their values—can you unlock long-term success and loyalty.