A Break from the Political Headlines: Unplugging with Audio

It feels like almost every time we open our smart devices, there’s a new controversial headline glaring back at us. Americans are feeling the weight of a tumultuous climate, economically, politically, and socially, with seven in 10 reporting that they feel anxious about the current state of the country. The nation is divided over hot-button issues like the economy, immigration, and DEI, and the gap only seems to be getting wider. 

But amid it all, there’s a silver lining. Audio is a source of joy and relief—with 51% of listeners saying audio content is one of their main ​sources of information and news in times ​of uncertainty. Meet your consumers in a safe space with digital audio (and us as your partner). 

Pressing Pause on Politics and Prioritizing Self-Care 

It’s challenging to escape political messaging these days, which have taken over almost every inch of our TVs and feeds. Add in the prevalence of misinformation online, and you’ll see it’s no surprise that 60% of Americans say they find it difficult to know which media sources to trust. And they are responding by setting boundaries and avoiding these discussions in their personal life, with 60% saying they’re avoiding political conversations these days, and 58% saying they actively limit their exposure to political news coverage.  

Where news media is falling short and losing credibility, digital audio comes out on top. Audio is a stress reliever, welcome distraction, and accurate source of information all-in-one. A whopping 69% of digital audio listeners say podcasts provide them with access to a wide range of perspectives and opinions on current events, with some listeners trusting hosts and talk radio personalities more than traditional media figures. Americans are prioritizing themselves, each other, and trusted voices, and using audio to do so. 

Brands Can’t Afford Missteps with Consumers

Not all audiences are driving growth equally. If you haven’t yet been investing in multicultural consumers, take this as your wake-up call. Over six in 10 expenditure growth stems from diverse consumers, with this audience expected to have $7T in projected spending power by 2026—making them a group that can’t be ignored.

In the current climate, consumers are responding with their wallets—using (or not using) their spending power to stand up for what they believe in. Half of consumers have changed the types of events, organizations, or brands they support based on their personal values​. Take this, 67% of consumers have taken any action in response to brands that have rolled back their DEI initiatives, while 53% of them prefer to support companies that actively promote and support diversity and inclusion.  

To reach diverse consumers effectively, start by understanding the difference between multicultural marketing and DEI. Multicultural marketing focuses on strategies to engage diverse consumers while DEI homes in on internal policies and employee diversity. Both components are part of the puzzle and key to driving business growth. To learn the dos and don’ts of multicultural marketing in today’s landscape, read this cheat sheet. 

SiriusXM Media Offers an Escape 

Times like these signal a cultural turning point, and consumers are relying on music and podcasts more than ever to fill different needs. Here’s what the latest trends can tell us about what consumers are thinking and feeling in today’s environment. 

Collective Escapism Takes Off 

Music is like comfort food, bringing a sense of calm and nostalgia during times we need it most. Almost 60% of digital audio listeners say that music helps them process social and emotional challenges better than any other content. Just recall the COVID pandemic when 80% of listeners reported listening to music more often during that period compared to prior.

It’s not just any music that consumers are reaching for. In February of this year, we saw 21K average daily unique visitors tuning in to “sad” mood-based stations. Think of melancholy R&B, heartbroken country, or anguished rock. Meanwhile, we saw a +6.4% increase in recession pop, known as songs from the 2007-2012 recession era. Remember on-replay hits like Lady Gaga’s “Just Dance,” Black Eyed Peas’ “Boom Boom Pow,” or Rihanna’s “Disturbia”? They’re back in rotation.

This trend is a prime opportunity for brands to lean into mood targeting, a type of contextual targeting on Pandora, to complement however your listeners are feeling, wherever they’re feeling it. 

Replacing Political Debate with Relatable Discourse 

While politics and debates might go hand in hand, listeners are increasingly seeking relatable discourse instead—and they’re finding it on audio. In fact, half of consumers listen to podcasts or talk radio to better understand social and political issues. And almost six in 10 adult podcast listeners are more likely to agree that podcasts are the most reliable source for factual information. A listener may enjoy The Rachel Maddow Show because their beliefs align with those of the host. Or another listener might tune in to Strict Scrutiny to make sense of the latest headlines from a legal perspective. Listeners don’t want to hear from out-of-touch public figures, they’re actively looking for hosts and guests that relate to them and are going through the same experiences. 

Brands can join this consumer shift by sponsoring a podcast or segment, adding authenticity to any campaign and becoming an integrated part of the content. 

Digital Audio: A Welcome Part of the Conversation

With consumers becoming more selective about the brands they support and holding their wallets a bit closer, it’s all the more paramount for brands to be intentional with their campaigns and strategies. While there’s no telling when we’ll see the calm after the storm, we can say with certainty that audio will be there before, during, and after. 

Ready to break through the clutter? Let’s talk. 

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