From Apathy to Action: How Small Towns Can Use Digital Marketing to Help People Care Again
“You can’t hire your way to civic pride. You can’t franchise your way to belonging.”
Most towns think their problem is a lack of growth, investment, or jobs. But as Charles Marohn of Revitalize, or Die so clearly explained, the real challenge is apathy. Too many people live in communities that no longer feel worth caring about — and that lack of care seeps into everything: local businesses, schools, and even the town’s appearance.
The good news? Digital tools can help rebuild that sense of connection, belonging, and pride. Here’s how small towns can turn online spaces into catalysts for real-world change.
1. Tell Local Stories That Spark Pride
People care about people — not projects, not policies. The best way to revive community pride is to share stories that remind residents why their town matters. Feature longtime business owners, volunteers, teachers, and local makers. Create a “Made in [Town Name]” or “Why We Stay” series and post it on Facebook, Instagram, or your town website.
A short video of a local baker prepping pies before dawn or a shop owner sweeping the sidewalk can do more for civic pride than any glossy marketing campaign.
Pro tip: Use tools like Canva for branded layouts and CapCut or Reels to turn small moments into visual storytelling.
2. Reclaim Your Town’s Digital Identity
Your town’s online presence is its new Main Street. Make sure it reflects the pride you want people to feel.
Claim and optimize Google Business Profiles for every business, park, museum, and church. Add current photos and hours.
Create visual consistency with shared colors, fonts, and logos across social media accounts.
Launch a community hashtag like
#WeAreWeldon,#LoveHalifaxNC, or#MyDowntownMattersand encourage residents to tag their posts.
When people see a unified message online, they start to sense a shared identity offline.
3. Turn Online Spaces Into Connection Hubs
Local Facebook groups can do more than share lost dogs and road closures — they can become hubs for community pride and involvement.
Host monthly digital challenges such as:
“Pick Up One Piece” (trash cleanup)
“Beautify Your Block” (show before-and-after photos)
“Shop Local Saturday” (tag your favorite local store)
Feature participants and small wins on the town page. When residents feel recognized, they become more invested in their surroundings.
4. Showcase Beauty and Belonging
When a town looks better, people feel better. Use social media to make beauty visible — post photos of blooming flowers, historic buildings, murals, or small restoration projects.
Highlight before-and-after transformations, no matter how small — a painted bench, new storefront sign, or community garden bed. These posts inspire pride and encourage others to get involved.
5. Celebrate Small Wins Loudly and Often
Digital marketing should make progress visible. After every event, cleanup, or fundraiser, create short recap posts that tag volunteers, thank sponsors, and show results.
When the community sees evidence of care in their feeds, it starts to feel contagious. Visibility builds momentum, and momentum builds pride.
6. Measure What Truly Matters
Traditional marketing focuses on follower counts and impressions — but small towns should measure connection.
Track engagement like:
Number of residents using your town hashtag
Event RSVPs or volunteer sign-ups
Shares and comments on community highlights
Those numbers reveal whether people are starting to care more. And once people care, the economic growth follows naturally.
Building a Digital Culture of Care
The secret to revitalizing a town isn’t more jobs, franchises, or developments — it’s helping people reconnect with each other and the place they call home.
As Revitalize, or Die reminds us, apathy is the real challenge — but digital storytelling, when done right, can spark care again.
When you use your online presence to show connection, identity, ownership, and beauty, you’re not just marketing your town — you’re building belonging.
So forget the spreadsheets for a moment and ask: Do people care about this place they call home? If not, start using your digital tools to help them care a little more. Then keep going. Over time, those little moments of care add up — both online and off.
Credits
This article was inspired by Charles Marohn and his post on Revitalize, or Die, titled “Apathy is the Real Challenge.”