We've long told ourselves a simple story about American culture: cities are progressive and fast-changing, while rural areas are traditional and slow to adapt to modern culture and values. We imagine culture flowing like a river – from vibrant urban centers outward, gradually transforming everything in its path. But, of course, real life is much more complicated than that – and so is the story of how different American communities shape, resist or adapt to cultural change.
The problem is that this simple urban-rural assumption has been the backbone of how we understand markets, create marketing strategies, and plan advertising. As marketers, we assumed people's behaviors and values could be neatly categorized by their zip code. But as FCB started digging into migration patterns and demographic shifts, something unexpected emerged that has us re-examining the realities of both Rural and Urban Americans – and what exists in between.
We discovered that one-third of Americans – more than 100 million people – living lives that didn't fit neatly into the average urban-rural perceptions and expectations. These weren't a few outliers, but instead a statistically significant portion of the population living in a cultural space that defied our traditional understanding and distinction of Rural, Urban and Suburban communities.
America has been changing, quietly, yet dramatically. In the last decade, waves of people have moved within the country and from abroad reshaping how we live, work, and connect. When we set out to map these changes – we quickly discovered that understanding this new landscape would be far more complex than imagined.
The data exists but it is extremely fragmented. Public and private institutions, brands and academics – everyone collects data, but nobody connects the dots. Each has pieces of the puzzle, but no one is putting together a full picture.
The FCB Cultural Geography Hub
Our mission was ambitious: create the most comprehensive, up to date map of American cultural geography ever assembled to more accurately reflect the shifting population in parts of America We pulled together more than 20 public and proprietary data sources, casting a wide net across critical indicators of modern life. Our research spanned voting patterns, health indicators, economic characteristics, religious affiliation, educational achievements, demographics, media habits and psychological profiles – essentially, we wanted to understand not just where people live, but how they experience life and consume within it.
Meet the Urban Reframe
As we dug into our data, a surprising pattern emerged. We discovered a staggering 1,004 counties across the United States that didn't fit ANY existing mold or definition. These areas are home to more than 100 million Americans – representing 31% of the population and generating 25% of the national GDP.
Here's the twist: these aren't typical urban, suburban or rural communities. Most are technically near big cities, but their residents share more values and behaviors with rural Americans than with their urban neighbors. We started calling this group the "Urban Reframe" – a name that captures how they're rewriting the cultural rulebook.
"Urban Reframe" zones have emerged as America's fastest-growing regions, drawing 2.5 million new residents since 2020. These areas are growing four times faster than traditional cities and dwarf rural growth by a factor of ten.
Most importantly, these aren't communities stuck in time or waiting to become "more urban." They're making deliberate choices about how they want to live. They shop at the same stores and watch the same TV shows as the residents, but contrary to suburban commuters, they maintain deep connections to their local culture, traditions and community values.
Take the Dallas-Fort Worth area. Most people think of it as a classic urban region. But look closer, and you'll see a different story. While Uptown Dallas and downtown Fort Worth have their own distinct culture, the surrounding areas tell a completely different tale. Cities like Weatherford, Forney, Sherman and Midlothian blend suburban convenience with strong small-town values distinct from those of the people in their neighboring metropolis, creating hybrid cultures.
This isn't about resisting change. It's about choosing the aspects of modern life to embrace while preserving what makes their communities unique. When marketers dismiss these areas as "behind the curve" or assume they'll eventually become just like big city dwellers, we ended up missing something crucial.
The same pattern plays out across the country too.
Take Florida, for example, where Miami and Naples both defined as "urban metropolitan", but could not be more different. Miami pulses with international energy, global influences, and rapid cultural shifts. Just a few hours away, Naples moves to a completely different rhythm – more connected to local traditions, with a population that values community stability over constant change.
California offers another stark example. Los Angeles represents the quintessential urban center – a global city of constant reinvention, cultural diversity, and fast-moving trends. Redding, technically within the same state, feels like a different world entirely. Its residents prioritize local connections, traditional values, and a sense of community that has little in common with LA's metropolitan lifestyle.
The data reveals a surprising insight: these Urban Reframe communities share more similarities with each other across the country than with large urban areas near them. Despite being spread across different states and regions, these 1,004 counties demonstrate remarkable cultural, demographic, and economic consistency – revealing a distinct group that transcends traditional geographic boundaries.
With smaller household incomes, a higher percentage of non-Hispanic white residents, more health challenges like higher obesity rates, and a less self-centered approach to community life, these areas represent a unique slice of American experience that defies simple urban-rural categorization.
Rethinking our Approach to “Urban” and “Rural” requires more nuance
This shift in values and attitudes of America’s regions demands a fundamental rethinking of how we approach cultural understanding and market segmentation. It is time to revisit the idea that culture only flows from the diverse, highly connected and influential people of large urban areas to the remote laggards living in farms without a Starlink dish.
First, to represent the population more accurately we must move beyond geographic shortcuts. The presence of this large, value-distinct segment within urban areas shows that physical location matters, and it takes a more nuanced approach.
Second, we must challenge our assumptions on what "urban" means. The discovery of this segment suggests that urban America is far more culturally diverse than our marketing models acknowledge.
Finally, we need to keep in mind that different values aren't deficient values. By most measures, this segment isn't falling behind or a “laggard” population; instead, they're deliberately choosing their own path based on deeply held beliefs, values and priorities.
As this “Urban Reframe” segment continues to grow, marketers face a choice: continue with outdated geographic assumptions or develop new models that better reflect the complex reality of modern American life.
The opportunity is significant. Brands that understand and authentically connect with this overlooked third of urban America can tap into a massive market that their competitors are missing. It's a 100-million-person strong reminder that our old assumptions about American culture no longer hold.
For marketers, this is both a challenge and an opportunity: the map of American culture is being redrawn. Will you be a cartographer, or a relic?
