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Brief Published: 11 Aug 2017

Engaging Non-Urban Consumers

A new report from UK publisher Trinity Mirror and UK market research firm Ipsos Mori reveals that 49% of British consumers distrust brands and 69% distrust advertising. "Across our qualitative sample, the same complaint cropped up again and again: brands and advertising are perceived to be out of touch and too London-centric," the report states. "People still don't perceive their own lives to be represented in advertising."

The report states that "explicitly demonstrating to your audience that you are talking to them – on their turf – will go a long way to dispel the establishment prejudices that exist."

A similar conclusion was reached earlier this year by a study from global ad agency Saatchi & Saatchi. In a survey of consumers across 30 small American towns, 95% of respondents said having a sense of pride in where they currently live is important.

Eve Pollet, trends and innovation strategist for Saatchi & Saatchi, told Adweek: "The marketer takeaway here can be to celebrate these small-town origins through an event or product and celebrate this pride of place... and give consumers something tangible to be prideful of."

Apple addressed these desires for more representation of non-urban, 'anti-establishment' communities in advertising with its latest Apple Music commercial, released in July. Featuring country music singer Brantley Gilbert, the ad is overtly pitched at rural Middle America, with Gilbert stating, "This is my home: no matter where I go, my heart stays here."

Apple is clearly facing up to the challenges of marketing in the post-Trump era, when suspicion of so-called urban 'elites' – politicians, big business, media and, of course, brands like Apple itself – is rife. For more on this subject, see Marketing to Divided America and Brands Take a Stand.