Why the same message won’t work everywhere, even inside one state.

Maine may be a single state on a map, but it’s home to multiple mindsets that shape how people think, act, and buy.
In our proprietary Mindsets of Maine research, we identified three attitudinal groups that drive much of the state’s marketing behavior: Change Seekers, Proud Mainers, and Disparagers.

Key Insight

All three mindsets can be found across Maine, but geography plays a role in which dominates.

• Change Seekers — more common in Southern Maine — are curious, experimental, and eager to try what’s next. They respond to messages of innovation and improvement.
• Proud Mainers — found more often in Northern and rural regions — value tradition, trust, and self-reliance. They connect with messages that honor community, reliability, and respect for what’s proven.

In short: what works in Portland may not resonate in Presque Isle.

Callout: Change Seekers were nearly twice as likely to say they “often try new brands” compared to Proud Mainers.

Strategic Takeaway

Maine’s marketing landscape isn’t divided by county lines; it’s divided by comfort zones.

For brands expanding across the state, success depends on recognizing which mindset you’re talking to:

• Lead with innovation and opportunity in markets with more change-oriented audiences. (Hello, Cumberland County.)
• Lean into heritage and reliability in communities that prize familiarity and trust. (We see you, Aroostook.)

And don’t count the Disparagers out, skepticism can become advocacy once trust is earned.

The Big Picture

Maine marketers who master this balancing act gain a distinct advantage: the ability to localize without limiting themselves.

The same insights that help you bridge Bangor to Brunswick will serve you well as you grow into New England and beyond.

Want to Go Deeper?

The Maine Insights Lab helps organizations turn data and experience into actionable strategy.

If you’d like to understand which mindset your audience fits, and how to speak their language, let’s talk.

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