The Three Maines
Over the past few years, we’ve been studying how people in Maine actually approach decisions. Not just where they live, how old they are, or what industry they work in, but how they think. What builds trust. What raises skepticism. What makes them feel a message is meant for them.
One of the clearest patterns to emerge from that work is that Maine audiences tend to fall into three broad attitudinal groups. We call them Change Seekers, Proud Mainers, and Disparagers.
These aren’t demographic segments. They’re mindsets. And that distinction matters.
Two people who live in the same town, earn similar incomes, and vote the same way may respond very differently to the same message depending on which mindset they operate from. When organizations overlook that, marketing can feel like it “should” be working… but doesn’t quite land.
In other words: 65% of respondents believe there are “two Maines.”
But our research shows those differences aren’t geographic.
Change Seekers, Proud Mainers, and Disparagers appear in almost identical proportions across Maine’s major regions.
The report introduces these three mindsets and what they mean for organizations trying to communicate clearly and persuasively in Maine.
My hope is that it gives you a different lens for thinking about your audience and perhaps a few ideas for how to sharpen the way you speak to them.