Consumer demographics are constantly in flux. And brands often find themselves chasing the latest trends in urban markets, focused on digital-first strategies and multicultural engagement, meant to capture the vibe of the moment. Yet, one group remains largely overlooked despite its significant economic influence: white rural men. Turns out, they have a vibe of their own.
This demographic– comprised of millions across America’s small towns and countryside– has a distinct set of values, behaviors, and purchasing patterns that brands would be wise to understand. While their buying power might not be growing as rapidly as some other consumer groups, white rural men remain a critical segment with deep-rooted brand loyalties, strong community ties, and specific spending habits that offer unique opportunities for companies willing to meet them on their terms.
According to the U.S. Census Bureau, approximately 46 million people– about 14% of the total population– live in rural America. White men make up a substantial portion of this demographic, with rural areas being typically less racially diverse than urban centers. While economic opportunities in rural communities have declined over the years, leading to lower labor force participation rates, this demographic continues to wield significant influence in industries such as agriculture, manufacturing, and construction.
The incomes of white rural men, on average, are lower than those of urban residents. According to data from the U.S. Department of Agriculture, the median household income in rural America is about $52,386, compared to $64,582 in urban areas. However, their cost of living is also lower, and they prioritize spending on key lifestyle categories such as trucks, outdoor recreation, home improvement, and locally sourced goods.
However, despite slower income growth, the buying power of white consumers remains substantial. In 2020, white Americans controlled approximately $12.5 trillion in buying power, far exceeding other demographic groups, according to a study by the University of Georgia Selig Center for Economic Growth. However, the rate of growth among white consumers has been the slowest, increasing by only 48% from 2010 to 2020, compared to a 111% increase among Hispanic consumers and 102% among Asian Americans.
What makes white rural men particularly unique in their spending habits is their brand loyalty. Rural consumers to reach for products that align with their core values: reliability, practicality, and community engagement. A study by TSW Rural found that 81% of rural consumers say word-of-mouth recommendations influence their purchasing decisions more than advertising. This type of trust-based loyalty means that once a brand wins over this audience, they are likely to remain customers for the long term.
For example, truck brands like Ford and Chevrolet dominate in rural markets, not just because of product quality but because they have carefully cultivated an image that resonates deeply with this demographic. And while Gen Z might have co-opted workwear brands like Carhartt and Wrangler (to wear to hang out, not do any actual manual labor, mind you), those brands have sustained their popularity for decades by aligning their marketing with rural values and the working-class ethos.
Then there’s social media and the rest of the digital landscape. Many brands assume that rural consumers are largely disconnected from digital trends. Traditional media does still hold considerable weight– local radio stations, linear TV broadcasts, and print newspapers (where they still exist) remain popular– digital adoption is growing. Pew Research reports that over 72% of rural Americans now use Facebook regularly, and YouTube is a particularly popular platform for entertainment and product research.
But rural consumers are more skeptical of online advertising and influencer marketing than their urbanite counterparts. Instead of flashy campaigns, they prefer practical, no-nonsense messaging that demonstrates the value of a product in their daily lives. The brands that succeed in reaching them often use a mix of digital and traditional approaches, combining the crucial social media engagement with in-person community events, sponsorships of local fairs and rodeos, and endorsements from figures they trust– such as country music artists, outdoorsmen, or NASCAR drivers.
The spending patterns of white rural men largely center around several core categories that are a reflection of their specific lifestyle. Pickup trucks are a staple of rural life, and brands like Ford, Ram, and Chevrolet consistently top the sales charts in rural counties. The best-selling vehicle in the U.S. for over four decades, the Ford F-series, continues to thrive in rural America. These consumers prioritize durability, towing capacity, and reliability over luxury features that might catch the eye of city-dwelling auto consumers.
Outdoor recreation, including hunting, fishing, and camping, is a centerpiece of rural culture. Brands like Cabela’s, Bass Pro Shops, and Realtree have built strong connections with this market by offering rugged apparel, hunting gear, and outdoor equipment. The home improvement sector is another area where rural consumers invest heavily. Unlike urban homeowners who often hire contractors, rural residents are more likely to take on DIY projects. It’s this preference that benefits brands like Home Depot and Lowe’s, as well as smaller regional hardware stores.
Alcohol and tobacco products are also high on the shopping list among rural men. Domestic beer brands such as Budweiser and Coors Light have long maintained strong footholds in these communities, while craft whiskey brands with heritage-driven messaging also resonate with this demographic. In the grocery store and food segment, rural consumers often lean toward locally sourced meats and produce. While the idea of ‘farm-to-table’ might have been a concept more likely found in the backstories of city restaurants, the more down-to-earth version that centers quality ingredients and hearty, practical meals easily finds an audience with rural consumers.
To truly understand rural white male consumers, brands should consider the specific cultural values that guide their purchasing behavior. Independence and self-sufficiency are central to their identity, leading them to favor products that emphasize durability, reliability, and practicality. They take pride in being able to fix things themselves and appreciate brands that align with that mentality.
Community and loyalty also play crucial roles in shaping their consumer choices. Small-town values mean that reputation matters, and rural consumers tend to trust businesses that invest in and are a genuine part of their communities. Brands that support local events, sponsor rodeos or high school football teams, or employ authentic storytelling in their advertising are more likely to capture the loyalty of this demographic.
You might have guessed by now that pragmatism over status further differentiates rural consumers from their urban counterparts. Rural residents are much less concerned with luxury branding and are more focused on whether a product meets their functional needs. A truck, a pair of work boots, or a power tool is judged solely on how well it performs rather than the prestige associated with the brand. There’s a reason Gucci doesn’t make tool belts.
While urban and multicultural markets have driven much of the conversation in recent years, white rural men still represent a substantial and stable consumer base. Their purchasing habits may not be as flashy as trend-driven Gen Z consumers, but they offer long-term brand loyalty and consistent demand for products that dovetail with their values.
Demographics are shifting rapidly, and ignoring the buying power of rural white men is a missed opportunity for brands. Engaging authentically with them– instead of relying on broad stereotypes is the way to gain a foothold in a market that remains deeply loyal once trust is established. Understanding their motivations and crafting marketing strategies that reflect their realities will help brands tap into a market that is steady, influential, and ready to invest in products that align with their way of life.
