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When people outside Oklahoma think of Tulsa, they often picture its art deco architecture, its storied oil history, or the iconic Route 66 stretching through town. But as anyone who lives and works here can tell you, Tulsa today is much more than that. It’s home to a growing tech sector, a flourishing arts scene, and a population of over 400,000 residents who are proud to call this culturally rich city their own. At Emulent, we’ve worked with an array of Tulsa-based businesses—from mom-and-pop diners near Cherry Street to emerging startups in the Deco District—and we’ve noticed five distinctive consumer behavior trends that shape this market. Here’s what you should know if you want to connect with Tulsa’s unique audience.
A Loyal, Community-Focused Mindset
Strength in Local Relationships
One of the first things you’ll notice about Tulsans is how important community connections are. This is a city with a tight-knit feel, where people often know their neighbors, celebrate local events, and actively support causes close to home. According to a local chamber survey, 62% of Tulsa residents say they’re more likely to shop at a business if it explicitly contributes to the community, such as by sponsoring a local Little League team or hosting neighborhood clean-up events.
How This Affects Your Business:
- Highlight Your Tulsa Roots: Share stories of how your business got started in town or ways you’ve contributed to community well-being.
- Partner with Charities or Organizations: Tulsans respond favorably to brands that give back. Even small gestures, like hosting food drives, can yield significant goodwill.
- Be Visible in Neighborhood Activities: Whether it’s the Blue Dome Arts Festival or a Route 66 car show, having a presence at Tulsa’s popular gatherings can make your brand a household name among local families.
The Rise of the Urban Professional and Tech-Savvy Consumer
Tech Boom in Tulsa
While oil and energy still play a major role in Tulsa’s economy, the city is also cultivating a budding tech scene. Initiatives like 36° North (a co-working space in the Tulsa Arts District) foster entrepreneurship, and a number of startups and remote tech workers have moved here thanks to programs like Tulsa Remote. This influx of tech-savvy talent contributes to a rising demographic of urban professionals who expect digital convenience in their shopping experiences.
Actionable Tips:
- Optimize for Mobile and E-Commerce: Tech-savvy Tulsans are prone to research local businesses on their smartphones. A fast, mobile-friendly website or app can clinch sales.
- Offer Digital Payment Options: Venmo, PayPal, and contactless card payments are increasingly popular. Making checkouts seamless appeals to on-the-go professionals.
- Engage via Social Media: Platforms like Instagram, Facebook, and LinkedIn are places where Tulsa’s young professionals often scout new restaurants, boutiques, or events.
Balancing Tradition with Innovation
Even with the new tech wave, Tulsa retains its traditional values. People here still appreciate personal touches, like a friendly handshake or a face-to-face conversation. Businesses that find a way to blend modern convenience with down-home service often build deep loyalty.
Emphasis on Homegrown Art, Culture, and Music
A Cultural Renaissance
Tulsa is undergoing a cultural renaissance, spotlighted by the Guthrie Green park concerts, the revitalized Greenwood District, and the Philbrook Museum’s community-oriented initiatives. Art enthusiasts, local music lovers, and history buffs make up a substantial portion of the consumer base.
What This Means for Your Marketing:
- Partner with Local Artists: Showcase Tulsa-based painters, photographers, or musicians in your store or during special events. This appeals to customers who value hometown creativity.
- Cultural Tie-Ins: If you sell handcrafted goods or locally sourced products, mention your connections to Tulsa’s artistic community. People here love authenticity and unique items that reflect the city’s soul.
- Support Neighborhood-Driven Events: From First Friday Art Crawls in the Arts District to festivals on the Historic Greenwood Avenue, being visibly present at these gatherings can introduce your brand to culture seekers.
Growing Health and Wellness Consciousness
Health Trends in Tulsa
Over the past few years, there’s been a noticeable shift in Tulsa toward healthier living. You’ll see more juice bars popping up, an expanding array of vegan and vegetarian options, and a surge in local gyms and fitness studios. According to a state health report, about 34% of Tulsans say they’d pay more for products or services if they promote a healthier lifestyle.
Opportunities for Your Business:
- Offer Health-Oriented Options: Restaurants can include fresh, organic choices on their menus. Retailers might stock health products that cater to diets like keto, paleo, or gluten-free.
- Emphasize Wellness in Marketing: If your product or service helps reduce stress, improve fitness, or encourage mental well-being, highlight those benefits clearly.
- Partner with Fitness Studios or Health Clinics: Cross-promotion with local spin studios, yoga centers, or wellness clinics can open new consumer segments.
Outdoor Adventure
Given Tulsa’s proximity to outdoor attractions like the Gathering Place, Turkey Mountain, and the Arkansas River trails, many locals enjoy biking, hiking, and running. Businesses that cater to or collaborate with the outdoors community—like sporting goods shops, event organizers, or eco-friendly product lines—often see strong support.
Budget-Conscious but Value-Oriented Shoppers
Balancing Quality and Affordability
While Tulsans love to support local and invest in meaningful brands, they’re also mindful of their budgets. Oklahoma’s cost of living is relatively low, and residents are used to stretching their dollars. Consequently, many consumers gravitate toward businesses that combine quality with fair pricing.
Strategies to Appeal to Value-Seeking Consumers:
- Transparent Pricing: Clearly list prices, fees, or service packages. Surprises at checkout can erode trust quickly.
- Loyalty and Referral Programs: Tulsans enjoy deals that reward loyalty—like a punch card for a free coffee or discounts for referring friends.
- Seasonal Sales & Community Discounts: Offer special pricing during local events or for certain groups (e.g., teachers, first responders), reinforcing your community ties.
Emphasizing What Sets You Apart
Remember, being budget-conscious doesn’t necessarily mean being cheap. Tulsans are willing to spend more if they see genuine value—like outstanding customer service, high-quality materials, or a unique brand story. Communicate how your products or services deliver that extra value.
Bringing It All Together
Tulsa’s blend of tradition and modernity shapes consumer behavior in ways that are both exciting and challenging. By understanding these five key trends—community loyalty, growing tech influence, cultural pride, rising health awareness, and a strong focus on value—your business can tailor its offerings to resonate with local customers.
At Emulent, we’ve seen how businesses that embrace these local nuances often outperform competitors that take a one-size-fits-all approach. Tulsa is a city proud of its past, excited about its future, and deeply committed to its neighborhoods and neighbors. When you keep these values at the heart of your strategy, you’ll not only attract initial sales but also form the lasting customer relationships that drive sustainable success.