Who lives in Wyoming?

Wyoming holds about 584,057 people across an expanse the size of the United Kingdom, which makes it the emptiest state in the country. There is effectively no dense-urban population here: roughly 57% of residents live rural, more than triple the national share, and the rest cluster in small places like Cheyenne, Casper, Gillette, and Laramie rather than any real metro. The age curve sits a touch older than the country, with about 23% of residents 65 or over, and the gender split is even.

The loudest thing about Wyoming is not who lives here but how they read the world around them. Half of residents, roughly 50%, are flatly unconcerned about the environment, a far cry from the national pattern. That tracks an economy where coal out of the Powder River Basin, oil around Casper, natural gas, trona, and cattle ranching pay the bills, and where severance taxes on those minerals fund a state with no income tax. The political lean is conservative and self-reliant, and it shows up downstream in nearly everything else about how Wyoming lives and buys.

On personality Wyoming sits close to the national center, so the story here is values, not temperament. Openness is the one trait that drifts down a noticeable amount, a few points under the country, which fits a place that prizes the tried-and-true over the novel. Conscientiousness and neuroticism both run slightly below baseline, a steady, low-strain reading that matches a population used to handling its own problems.

Decision-making and appetite for risk both land near the national shape, so neither is where Wyoming separates from the pack. The separation is in posture: a quiet skepticism of outside institutions and causes, and a strong preference for keeping things practical and local rather than abstract or principled.

This is the heart of the Wyoming profile. Environmental priority is the single most distinctive signal: about half of residents are unconcerned, and the activist end barely registers. Ethical consumption runs the same direction, with roughly 53% reporting none at all and the strict tier almost empty, so messaging built around sustainability, fair-trade, or conscience-driven sourcing will mostly slide off.

What does land is the local and the concrete. Preference for local businesses skews strong, with about 22% in the highest tier, a reflection of small-town economies where the rancher, the hardware store, and the feed supplier are known by name. Corporate skepticism sits near the national middle, so big brands are neither trusted nor distrusted on reflex. They simply have to prove useful.

Facebook is the front door. It over-indexes here and carries the largest single share of residents, well ahead of Instagram, which runs below the national rate. TikTok, Reddit, and LinkedIn all sit on the low side, so a plan that leans on those will reach a narrow slice of the state.

Two formats are worth watching. Cord-cutting is far less common than nationally, meaning traditional cable and broadcast still carry real reach in Wyoming where streaming-only plans assume it gone. Podcasts skew toward none, with about 44% not listening, and video runs a little long-form. Reach this audience where it already is, on Facebook and the screen in the living room, rather than chasing the newer channels.

Spending here is paced and price-aware. Weekly buyers run below the national rate while the rare and occasional ends sit above, the rhythm of a place where the nearest big-box store can be an hour away and a trip into town is planned, not casual. Price leads purchase motivation, with quality close behind, and status barely moves the needle.

Saving behavior tracks the country almost exactly, a roughly even split between regular savers, sporadic ones, and a sizable aggressive minority near 25%, which the absence of a state income tax and lower living costs help sustain. Returns are notably infrequent, with the frequent-returner share running well below national, so what gets bought tends to get kept.

Health posture leans hands-off. Avoidant healthcare is more than twice as common here as nationally, near 29% of residents, which fits long drives to the nearest clinic, a thin rural provider network, and a self-reliant streak that treats the doctor as a last resort. Health consciousness clusters in the aware-but-not-acting middle, with the obsessive end almost nonexistent.

On the mind, Wyoming keeps things close to the chest. The private bucket for mental wellness runs well above national, near 26%, and the open advocate end is thin. Anything pitched as therapy-forward or emotionally expressive will feel out of step. Steady, no-drama, results-first framing fits the temperament better.