Walk a country mile (in your customers’ boots): Decoding the hidden values of rural Americans

This session offers a rich, captivating dive into the psychology of rural American consumers and why they matter to brands more than ever before. As rural identity has grown to become more of an identifying badge, many brands have been left behind with an outdated view of this powerful consumer segment. MolsonCoors and Olson Zaltman joined forces to unlock the values of this world – initially through the lens of beer but in parallel, we learned the even deeper lasting truths that can resonate for any brand. Set aside your stereotypes, for a cross-country marketing experience!

Key Takeaways:

1. An understanding of how rural consumers see themselves in today’s culture.
2. A look at how rural consumers see brands and the role they play in their lives.
3. Recommendations for how brands can appeal to rural consumers in way that is respectful, genuine and non-stereotypical.

Case Study Consumers Joint Presentation