How to Market to People Not Like You: "Know It or Blow It" Rules for Reaching Diverse Customers

Chapter 17. Rural versus Metro

Here's a pretty substantial way that people can be very, very different from each other: if they live in a major metropolitan area or if they live in a rural area. This type of market segmentation has nothing to do with race, ethnicity, language, age, or even hobbies and special interests. It has to do with a way of life. A culture. Values. And these things shape the way that people interact and what they want and need. Each type of community has its strengths and weaknesses.

METRO (URBAN) LIVING

Metro living means choices. Whether it's choices in food (abundant restaurants and cafes), shopping, schools, health care, cultural events, or more employment options, living in a metropolitan area offers lots of choices. It also usually means that people are more exposed to diversity, whether that means racial and ethnic diversity or people from other social, cultural, and economic groups. There are tremendous advantages to metro living and tremendous disadvantages as well: higher crime rates, traffic, pollution, noise, lack of green space, higher cost of living, and so on. People in metro areas often seem busier and less connected to one another.

RURAL LIVING

By contrast, rural areas are not crowded, and people in rural areas live in close proximity to nature. Apart from people, there is room for pets and grazing animals that help maintain equilibrium in nature. Much of the stress that results from a fast-paced life in metro areas is not a part of a peaceful ...