You’ve seen it on the highway signs the moment you cross the Piscataqua River Bridge. It’s been the official state greeting since 1987. Maine: The Way Life Should Be. Most state slogans are basically committee-designed white noise. "Great People, Great Places." "The Heart of It All." They don't really mean anything. But Maine’s motto feels like a challenge, or maybe a secret that people in the 207 have been keeping for a century. It’s not just about lobster rolls or those LL Bean catalogs that show up in your mailbox every September. It is a very specific, slightly stubborn philosophy of living that focuses on being "of the place" rather than just occupying it.
Honestly, the phrase wasn't even meant to be a permanent brand. It started as a tourism campaign. But it stuck because it captures that weird, beautiful friction between the ruggedness of the North Atlantic and the absolute silence of the North Woods. If you’ve ever stood on a granite ledge in Acadia at 5:00 AM while the fog rolls in, you get it.
The History Behind "Maine The Way Life Should Be"
The slogan didn't just appear out of the ether. Back in the late 70s and early 80s, the Maine Office of Tourism was trying to figure out how to compete with the flashy resorts of the South and the glossy appeal of Vermont. They needed something that spoke to the soul.
They landed on "The Way Life Should Be" because it tapped into a growing cultural exhaustion. People were tired of the rat race. Maine offered—and still offers—a version of reality that feels unmediated. There’s a distinct lack of polish here. The roads are bumpy because of the frost heaves. The people are direct, sometimes to a fault.
In a world that feels increasingly digital and filtered, Maine feels tactile. It’s the smell of woodsmoke in October and the sting of salt spray on a ferry to Vinalhaven.
Why "The Way Life Should Be" Isn't Just Marketing
Ask a local what the motto means, and they probably won't give you a Hallmark answer. They’ll talk about "neighboring." In Maine, if your car slides into a ditch during a Nor'easter, the first person to drive by doesn't just call a tow truck; they get out with a chain and pull you out. They might not even say more than three words to you, but they’ll get the job done.
That’s the "should be" part.
It’s a culture of self-reliance mixed with a quiet, fierce communal bond. It’s about being "from here"—a distinction that, as any Mainer will tell you, usually takes about three generations to earn. Even then, you might still be a "from-away" if your grandparents weren't born in the same county. It sounds exclusionary, but it's really just a deep respect for roots and the effort it takes to survive a winter where the sun sets at 4:00 PM.
The Reality of the "Maine Way"
Let’s be real for a second. Living in Maine isn't always a postcard.
The state has some of the oldest demographics in the country. The "Maine the way life should be" ethos includes high heating oil costs and a housing market that has exploded in places like Portland and Biddeford. If you're looking for a 24-hour lifestyle, you're in the wrong place. Most of the state shuts down by 9:00 PM.
But that’s exactly what the slogan implies. Life should be slower. It should be tied to the seasons. When the blueberries are out in August, you go pick blueberries. When the ice is thick enough on the lake in January, you go ice fishing.
There is a rhythm here that is dictated by nature, not by a calendar.
The Creative Economy and the Maker Spirit
Maine has always been a place where people make things. Think about it. You have the boatbuilders in Brooklin, the shoe industry that used to define Lewiston and Auburn, and the massive paper mills that built the middle class in the north.
Today, that spirit has shifted.
- Farm-to-Table: Before "farm-to-table" was a buzzword in Brooklyn, it was just how people ate in Maine. The state leads the nation in the percentage of young farmers.
- The Beer Scene: Portland, Maine, consistently ranks as one of the best beer cities in the world. This isn't just about drinking; it’s about the craft. Places like Allagash and Maine Beer Co. (with their "Do What's Right" motto) embody the state's ethical approach to business.
- Artisans: From Chansonetta Stanley Emmons’ photography to the modern woodworkers using Maine cherry and maple, there is a reverence for the material.
What Most People Get Wrong About Maine
The biggest misconception is that Maine is just a summer playground for the wealthy. Yes, the "Cottage Era" of the 19th century brought the Rockefellers and the Vanderbilts to Bar Harbor. And yes, Kennebunkport still draws the political elite.
But that is such a tiny sliver of the state.
The real Maine is found in the "Counties"—Aroostook, Washington, Piscataquis. These are places where the wilderness is still massive and intimidating. Mount Katahdin isn't just a hike; it's a monolith. The North Woods comprise the largest undeveloped forest block in the eastern United States.
When people talk about Maine the way life should be, they are often talking about that scale. The realization that you are small, and the world is large and indifferent. There is something incredibly grounding about that.
The "Two Maines" Debate
We have to acknowledge the tension. There is "Coastal Maine" and "Inland Maine."
Coastal Maine gets the tourists, the James Beard Award-winning restaurants, and the high property values. Inland Maine deals with the loss of the manufacturing base and the complexities of rural poverty.
📖 Related: Why Most Wood Planter Box Ideas Fail After One Season (And How to Fix It)
Yet, the motto persists in both. Why? Because the shared identity is stronger than the economic divide. Whether you're a lobsterman in Stonington or a logger in Millinocket, you're dealing with the same elements. You're both keeping an eye on the weather. You're both prepping for mud season—that Fifth Season between winter and spring that nobody warns you about.
How to Actually Experience "The Way Life Should Be"
If you want to see if the slogan holds water, you have to get off the I-95.
Stop at a Grange Hall for a bean supper. Seriously. It’s the most authentic Maine experience you can have. It’s communal, it’s cheap, and the pie is always made by someone who has been baking for sixty years.
Visit a "General Store" that actually sells everything from fishing licenses to penny candy to heavy-duty flannel. These aren't kitschy boutiques for tourists; they are the literal hubs of their communities.
Go to a town meeting. Maine still practices direct democracy in many places. Seeing neighbors argue over a road budget for three hours is a masterclass in civic engagement. It’s messy. It’s slow. It is, quite literally, the way life should be—people actually showing up and caring about the place they live.
Practical Steps for Finding the Maine Lifestyle
If you’re looking to incorporate a bit of this "Maine way" into your own life, regardless of where you live, it comes down to a few core principles that Mainers live by:
- Prioritize Quality Over Speed: In Maine, a well-built stone wall is better than a quick fix. Apply that to your work and your hobbies.
- Respect the Environment: This isn't just "being green." It’s an awareness of the land. Know what birds are in your backyard. Know when the first frost is coming.
- Support Local Makers: Buy the thing made by your neighbor, even if it costs five dollars more than the one on Amazon. That five dollars stays in your community.
- Embrace Silence: Maine is a quiet state. Learn to be okay with the lack of background noise.
- Be Direct: Lose the passive-aggression. Say what you mean, then get to work.
Actionable Insights for Your Next Visit
Don't just do the "Greatest Hits" tour. If you want to see the soul of the state, try these specific moves:
- Skip the mid-summer rush: Come in September or early October. The crowds are gone, the black flies are dead, and the light has this incredible golden quality that painters have been trying to capture for centuries.
- Head Down East: Go past Bar Harbor. Keep driving until you hit Lubec or Eastport. This is the most easterly point in the U.S. It’s rugged, it’s raw, and it’s where you’ll find the real heart of the maritime culture.
- Eat a "Red Snapper": No, not the fish. The neon-red hot dogs. They’re a Maine staple. Eat one at a roadside stand.
- Visit the Land Trusts: Maine has an incredible network of protected lands. Use them. Respect the "Carry In, Carry Out" rule.
Maine isn't a theme park. It’s a working state. The "Way Life Should Be" is a reminder that life is meant to be lived with a bit of grit, a lot of heart, and a deep connection to the ground beneath your feet. It’s about finding beauty in the functional and community in the quiet.
If you're planning a trip or thinking about a move, stop looking for "attractions." Start looking for the small things. A stack of cordwood perfectly piled. A lobster boat heading out at 4:00 AM. The way the stars look when there’s zero light pollution. That’s the real Maine. And honestly? It really is the way life should be.