Marketers think they’ve got it all figured out—what’s “cool,” what’s aspirational, and what people want to see and buy from brands. But that couldn’t be further from the truth. What happens when we ditch our coastal pretense, let curiosity be our guide, take the back seat, and let small-town Americans tell us how we’ve gotten it wrong? Join creative agency Mother for a rare peek behind the curtains at its New York office as it debuts "Heartland," a proprietary research project that’s part diary and part travelogue of a 14-week exploration of those living between the coasts in America’s small towns. The agency will recap findings, reveal the ways in which coastal marketers have failed to represent, understand, and cater to this audience, and share its thoughts on how to reverse these behaviors.