This article is part of ADWEEK’s Marketing Vanguard program and was written in collaboration with one of its members.
There’s a disconnect between how rural America is portrayed and the reality of rural life. In marketing and media, rural places are often reduced to familiar extremes—romanticized as an idyllic escape from modern life or depicted as isolated and in decline. These shortcuts flatten communities that are far more complex, diverse and dynamic than stereotypes suggest.
The problem isn’t just that these portrayals are harmful and outdated. When marketers rely on tired rural clichés, they leave millions of people without a story that feels meant for them. The result is a quiet but costly disconnect: weaker relevance, diminished trust, and missed opportunities to connect with audiences who are eager to be understood.
I grew up in a rural community and have spent my career working with rural Americans. In my role at Land O’Lakes, a farmer-owned cooperative with deep roots in rural America, I have seen firsthand that rural communities are the backbone of the economy across agriculture and manufacturing—including producing 87% of the country’s food supply.
Yet I continue to see brands sideline rural audiences, operating on outdated assumptions. The reality is that rural America represents nearly 14% of the U.S. population, spans 63% of U.S. counties, and has seen steady population growth since 2021.
Despite their breadth and impact, rural communities remain dramatically underrepresented in modern marketing and media. Getty Images’ VisualGPS found that only 5% of advertising visuals are set in rural places, and two‑thirds of rural Americans say they feel misunderstood by advertisers. According to YouGov, 66% of rural dwellers believe Hollywood presents a stereotyped view of rural America.
For marketers, this represents a powerful growth opportunity. Authentic rural representation can unlock new audiences, build deeper loyalty, and create advocates. In a landscape where every connection counts, overlooking rural America means missing out on communities that are ready to engage.
To help bridge this gap, Land O’Lakes launched the Modern Rural Collective, which aims to reframe rural narratives and equip storytellers across the brand, marketing, entertainment and music industries with the tools to tell more modern, representative stories of rural communities.
