The priorities of the general public are changing, and companies have no choice but to respond and adjust accordingly. The passive consumer no longer exists and the rise of an increasingly savvy, marketing-literate global community means that a marketer, charity, or fundraiser is more likely to secure and maintain brand loyalty when their marketing messages, and actions are aligned with a heightened, collective social conscience. “Purpose” has been identified as a key ad land trend.
But it does not stop with brand prioritization of purpose – that’s only step one. Brands must communicate their purpose and intent for impact loudly and clearly to ensure that consumers understand. With the current downturn in traditional avenues of mainstream media, this clear communication has become increasingly challenging to find. Trust in media, but also in social media and search, is plummeting.
This is why alternative channels to communicate with a purpose have become important. The podcast medium touches the hearts and minds of its audience through direct, intimate conversation, and it’s growing month over month in reach and audience share. Global GoalsCast is an example.
The female-led podcast creates a dedicated festival stream that explores the intersection between charitable messages and brands for good in conjunction with the United Nations’ Sustainable Development Goals – a master plan for the future to eradicate extreme poverty, fight climate change, and leave no one behind by 2030. Global GoalsCast aims to inspire a new generation of early-adopter, millennial activists who are part of the rise of the podcast world.
Podcasts’ focused listening experience leads to strong brand responsiveness, with two-thirds of listeners citing high brand recall and nearly the same number saying that podcast ads inspired a purchase. Global GoalsCast has become a space where brands and organizations not only want to have their name shared as leaders and prime examples of true and honest brand purpose, they’ll also need to have their names shared to reach the souls of new purpose-driven consumers.
Purpose is not a trend to ignore. This is a future path. The podcast medium touches the hearts and minds of its audience through direct, intimate conversation, and is growing month over month in reach and audience share. While podcasts continue to hold the trust of their audiences, it is necessary for the industry to grab hold of this trend, maintain the intimacy and transparency of the medium, and be the leading method of regaining public trust.