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If you’ve been part of the Wichita community for a while, you’ve probably noticed a growing trend: more and more customers here in the Air Capital of the World are choosing to shop and support hometown brands first. From local coffee roasters to independent boutiques, the “Local First” movement is surging throughout Sedgwick County—and we’re here to explore why.
As marketing professionals deeply familiar with how local economies thrive, we at Emulent have seen firsthand how Wichita’s sense of community fuels customer loyalty. In this article, we’ll delve into the reasons behind the Local First movement’s rise and unpack how your Wichita-based business can position itself to benefit from this powerful trend. We’ll also share stats, strategies, and a few personal insights from working with clients right here in town.
Wichita’s Legacy of Entrepreneurship
Wichita has a storied entrepreneurial past. Known historically as an aviation powerhouse—home to major names like Cessna and Learjet—the city has cultivated a culture of innovation and self-reliance. This entrepreneurial spirit isn’t just limited to aerospace. Over the years, tech startups, artisan bakeries, microbreweries, and creative agencies have all found fertile ground in Wichita.
Key reasons why Wichita’s entrepreneurial mindset supports Local First:
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Pride in “Made in Wichita”
Residents take pride in homegrown innovation. Whether it’s an aerospace part or a local craft brew, attaching the “Made in Wichita” label signals quality and community support. -
Tight-Knit Business Network
Wichita’s small business community is closely interconnected. Local business owners often collaborate, creating joint events or cross-promotions that keep customers shopping local. -
An Ecosystem of Support
Organizations like the Wichita Regional Chamber of Commerce and local networking groups run programs and workshops that mentor up-and-coming entrepreneurs. The presence of these supportive networks encourages local businesses and makes customers feel they’re contributing to a thriving, self-reliant ecosystem when they buy local.
Here at Emulent, we’ve seen local pride in action. One of our Wichita-based clients, a family-owned bakery, saw a 30% jump in sales after rebranding their products with a “Baked in Wichita” tagline. This small change in messaging tapped into the city’s entrepreneurial pride and gave customers another reason to choose local pastries over national chains.
Emotional Ties and Community Connection
If you’ve lived in Wichita long enough, you know it’s a place where people greet you with a wave, hold the door open, and take the time to chat about shared interests (often basketball or baseball!). This friendly, communal atmosphere carries over into consumer habits. Buying from a neighbor feels more personal than purchasing from a faceless corporation. As we like to say at Emulent, “People shop where their heart is.”
Stats that reflect this emotional connection
- According to a recent Gallup poll, 71% of consumers in mid-sized American cities (like Wichita) reported feeling a stronger personal connection to family-owned and independently operated businesses.
- A Wichita State University study found that 64% of local shoppers said they’d pay slightly more for products if they knew the business was local, specifically citing “support of community and neighbors” as the primary motivator.
These figures back up what we see every day in the marketing realm: Wichitans want to build a relationship with the brands they buy from. And local businesses have a natural advantage because they’re part of the community fabric.
Economic Impact: Keeping Dollars in Wichita
One of the main drivers of the Local First movement is the well-documented economic benefit it brings to local communities. Buying from Wichita-based brands effectively keeps more money circulating right here in the local economy, leading to:
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Job Creation
Small businesses collectively employ thousands of people in the region. When you support a local shop, you’re helping your neighbor keep their job or even helping that shop grow enough to hire more staff. -
Greater Tax Contributions
Money spent at local shops gets reinvested in the form of city and county taxes. This can help support public schools, improve roads, and fund local community projects. -
Local Charitable Giving
Local businesses are often the first to donate to local charities, youth sports, or community fundraisers. By buying local, customers indirectly support a more philanthropic, community-oriented ecosystem.
A study by The Andersonville Study of Retail Economics (though specific to Chicago) showed that for every $100 spent at a local business, $68 stayed in the local economy, while only $43 stayed when spent at a large chain. While the exact numbers might be slightly different for Wichita, the underlying principle is the same. At Emulent, we encourage businesses to highlight this economic impact in their marketing because it resonates strongly with customers who are aware of and proud of Wichita’s growth.
Sustainability: From Farm to Table, and Beyond
Wichita is surrounded by farmland, and local agricultural heritage is a big part of who we are. With a surge in environmentally conscious thinking, many Wichitans are choosing local goods for sustainability reasons. Shipping a product from one side of the country (or world) to the other increases carbon emissions, while local sourcing often cuts that footprint significantly. Additionally, local farmers’ markets have boomed in popularity as more people want fresh, locally sourced produce.
Why sustainability matters in Wichita’s Local First movement:
- Reducing Carbon Footprint: Shorter supply chains mean fewer transportation-related emissions.
- Supporting Local Farmers: Kansas has a robust farming tradition. Buying local produce and other agricultural products strengthens that tradition.
- Health and Wellness: Local produce is often fresher, which can mean more nutritional value and better taste.
For businesses that partner with local farms or producers, emphasizing these relationships in marketing materials can strongly resonate with customers who value environmental responsibility. At Emulent, we’ve guided restaurants on how to highlight their farm-to-table offerings on social media. One client saw a 40% increase in foot traffic after consistently showcasing their local ingredients and the farmers who provided them.
Strategic Ways Wichita Businesses Can Harness the Local First Trend
As marketing experts in the Wichita region, we at Emulent have seen what works—and what doesn’t—when it comes to tapping into the local pride and support network. Below are a few strategic tips we often recommend to our clients:
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Tell Your Wichita Story
- What to Include: Share how your business got started in Wichita, what your ties are to the community, and your personal journey.
- Where to Share: Feature this story on your website’s “About” page, social media bios, or store signage.
- Why It Works: Customers form an emotional bond when they know the faces and stories behind the business.
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Collaborate with Other Local Brands
- Example: If you run a boutique, partner with a local jeweler or artist for a special collection. If you have a café, serve pastries from a local bakery.
- Benefit: This cross-pollination introduces each brand to the other’s customer base, creating a network of local supporters.
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Leverage Wichita Landmarks and Culture
- Event Tie-Ins: Sponsor or participate in city events like the Wichita Riverfest or Winter festivals at Bradley Fair.
- Design Influences: Incorporate iconic Wichita imagery (the Keeper of the Plains, for instance) into your branding to evoke a sense of hometown pride.
- Local Discounts: Offer “Wichita Wednesday” deals or tie promotions to local sports teams (like the Wichita State Shockers) to draw in excited fans.
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Use Hyper-Local Marketing Channels
- Local Directories: Make sure you’re listed in Wichita-specific directories, such as the Wichita Regional Chamber of Commerce directory or niche Facebook groups dedicated to local shopping.
- Neighborhood Partnerships: Distribute flyers or promo materials at neighboring businesses.
- Local Media: Partner with local influencers or pitch feel-good stories to the Wichita Eagle or local TV stations (KWCH, KAKE) about how your business is supporting the city.
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Highlight Your Community Involvement
- Charitable Actions: If you donate to a Wichita-based charity, volunteer at local non-profits, or sponsor youth sports leagues, share that on your social channels or in-store signage.
- Why It Works: People love seeing businesses that give back. Transparency about your community involvement shows that you’re not just here to make a profit—you’re here to make Wichita a better place.
Overcoming Common Challenges in Wichita’s Market
No market is without its challenges, and Wichita is no exception. Here are a few hurdles we frequently encounter—and solutions we recommend:
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Limited Foot Traffic in Certain Neighborhoods
- Challenge: Areas outside of busy hubs like Old Town or Delano may see fewer walk-in customers.
- Solution: Host events or partner with a more popular locale. For instance, pop-up events in Old Town can introduce your brand to new customers who then become repeat visitors to your main location.
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Competition with Big-Box Retailers and Chain Restaurants
- Challenge: Larger retailers can undercut local prices or offer convenience that smaller businesses can’t always match.
- Solution: Focus on personalized service, unique products, and quality. Remind customers that by supporting you, they’re directly impacting the Wichita economy. Provide a brand experience they won’t get from a chain.
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Tight Marketing Budgets
- Challenge: Smaller businesses often don’t have the same advertising budget as national chains.
- Solution: Leverage cost-effective marketing such as social media, email newsletters, community bulletin boards, and local partnerships. Sometimes, a heartfelt social post can garner the same local attention as a pricey ad campaign.
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Keeping Up with Digital Trends
- Challenge: In today’s digital age, customers expect robust online stores, quick shipping, and seamless experiences—capabilities that can be tough for a small local business to manage.
- Solution: Start small and scale up. Focus on an easy-to-navigate website with local pickup or local delivery options. Use social media to communicate your brand’s authenticity, letting people know you’re a real, engaged community member.
The Future of Local First in Wichita
At Emulent, we believe the Local First movement in Wichita has only just begun. As the city expands and diversifies its economy, we expect even more emphasis on supporting hometown brands that maintain Wichita’s distinctive identity. With younger generations—often referred to as “Gen Z” or “Millennials”—driving an increase in socially conscious consumerism, local businesses that champion sustainability, community well-being, and authenticity will be poised for long-term success.
Predictions:
- More digital marketplaces for locally made products (think of an Etsy-like platform specific to the Greater Wichita Area).
- Continued growth in farm-to-table dining experiences.
- City-led initiatives that spotlight local retail, hospitality, and service providers.
- Even stronger synergy between local tourism campaigns and local businesses, encouraging visitors to experience the unique flavor of Wichita.
Conclusion: Harnessing Wichita’s Hometown Advantage
The “Local First” movement isn’t just a marketing buzzword—it’s a reflection of Wichita’s values, its deep-rooted entrepreneurial spirit, and the genuine warmth of its people. As customers actively seek out businesses that represent and invest in their city, hometown brands have a golden opportunity to deepen customer loyalty and contribute positively to Wichita’s economic landscape.
From our perspective at Emulent, the keys to leveraging this movement are straightforward yet profound: be genuine, show your local roots proudly, collaborate with fellow Wichita businesses, and continually demonstrate how you’re giving back to the place we all call home. By doing so, you’ll not only ride the wave of this Local First trend—you’ll help it grow stronger, ensuring that Wichita remains a vibrant, flourishing city where small businesses and big ideas thrive.
We’re excited to see how you infuse Wichita pride into your own marketing efforts! If you have any questions or need assistance tailoring your campaigns to resonate with our local community, our Emulent team is here to help. Let’s keep Wichita shining, one locally supported business at a time.