For the Girls: Amplifying Female Voices for Your Next Audio Campaign

Have you heard? Women are having a (hard-earned, well-deserved, it’s-about-time) cultural moment—topping the charts in movies, sports, music, and podcasts. And it looks like it’s here to stay. Over half (53%) of female listeners think society’s expectations of women have shifted over time for the better. We’re calling it the Femmissance. And, with women increasingly holding the purse strings at work and at home, it’s a movement that all savvy advertisers should know.

The Feminine Touch

Everything women touch is going gold. Women's voices are growing louder and more powerful, and female leaders are dominating the headlines, stadiums, and stage. It’s a new era of celebrating womanhood and all the remarkable achievements of female trailblazers. Think of WNBA players Caitlin Clark and Angel Reese, who are breaking barriers and driving unprecedented popularity for women's sports. Or Miley Cyrus’ “Flowers,” a self-love anthem that won the Grammy for Record of the Year. And let’s not forget Beyoncé’s groundbreaking achievement as the first Black woman to ever hit #1 on the Billboard Country Music Charts. No record or accolade is out of reach for today’s leading ladies.

Go For the Gold With Audio

Whether they are listening to live game updates for their favorite female athletes, tuning in to unfiltered conversations on podcasts, or bumping break-up anthems, women are flocking to digital audio to celebrate female disruptors, spending over four hours a day listening. Not to mention, they’re spending more and more time with satellite (+13% increase in share of listening), streaming (+15%), and podcasts (+104%) every year. For brands, the opportunity is clear: Follow female audiences into audio to tap into the sounds and stories that move them. We can help you target diverse segments of women at scale, no matter how specific, from female business owners to foodie moms. Not to mention, you’ll reach more female podcast listeners with us than with any other network.

Uplift Women’s Voices

Women are loving the increase in female representation across media and specifically seeking out female-driven content. In fact, seven in 10 female listeners say they like to see women being represented and celebrated in audio content, and 90% say they listen to at least one podcast hosted or produced by a woman. And this craving doesn’t stop with the content—women want to see themselves represented in ads, too. Just ask the 54% of female consumers who believe that brands can be more relevant if they uplift and celebrate women through positive content and messaging. Needless to say, for brands looking to resonate with women authentically, there’s a palpable halo effect that comes from investing in female creators and artists. But advertisers need to look beyond the top charts to showcase a range of diverse talents.

Invest in Female Creators at Scale

With a full suite of creator-first targeting solutions, we have the tools you need to invest in female voices at scale. Our Female Voices Curated Collection, for example, offers an efficient way to align with a broad range of female podcasters across a variety of genres, including true crime, pop culture, comedy, self help, and more. Additionally, through Pandora artist targeting, advertisers can tap into the dedicated fandoms of dozens of music’s emerging starlets, like Renée Rapp, Coco Jones, Sabrina Carpenter, and Chappell Roan. One might call it a Femininomenon.

Women Supporting Women

Girls have always just wanted to have fun, but now more than ever, women are banding together—feeling empowered, and finding catharsis in audio. From iconic remixes like Taylor Swift and Ice Spice’s “Karma” to viral hits like Charlie XCX’s “The girl, so confusing version with Lorde,” women are proving that they are better together. And one in two women agree, saying they love when female artists and content creators collaborate with each other. But female audiences are not simply admiring from a distance. They’re following the lead of their favorite artists and looking for ways to connect with one another, as well. Podcasts have proven to be a key source of camaraderie, with one in two female listeners saying the format helps them connect to a community of like-minded people, and 47% saying it helps them forge deeper connections.

Nurture the Community

Audio serves as an inherently safe space for women, enabling them to share experiences without fear of judgment or appearance-based criticisms. That’s one of the reasons the bonds run so deep, and brands who show up in these spaces and cultivate community engagement opportunities can reap such strong affinity. Tap into powerful SiriusXM satellite stations and their communities, like Radio Andy and his army of Bravo enthusiasts. Or, sponsor a meetup with the internet’s Big Sister and podcast host, Tinx. There are so many ways to capture passionate female fandoms across SiriusXM Media.

Don’t Just Hold It, Pass the Mic

As you can see from the massive growth in female-driven audio, women have come a long way in having their voices heard. But that doesn’t mean we should stop working towards a better tomorrow. It’s imperative that the women leaders of today share their wisdom and learnings with the next wave of changemakers—which is why we launched our Pass the Mic initiative over four years ago. Now a Signal Award-winning podcast, Pass the Mic highlights the achievements of over 200 trailblazing women in audio and provides a vital platform for them to share their success stories and inspire listeners.

Empower the Next Generation

The Femmissance is more than just an audio revolution—it’s a movement that’s reflective of women’s values and their desire to support brands who share in those beliefs. Sure, one in two women expect brands to represent the full spectrum of women in their advertising, but adjusting your campaign creative isn’t enough. Women also want brands to consider their needs when designing products (63%) and advertise products to them across all categories, not just the stereotypical beauty and groceries (56%). Because, as women continue to step into their power and defy norms, they lean into categories, products, and spaces where you might not expect them to be. So keep an open mind, and give the next (and current) generations of women the space to grow, evolve, and re-define femininity.

The Future Is Female and Oh So Bright

The above is just a slice of the pie on today’s top trends. Get deeper insights into what female audiences want (and have their ears perked up for) by downloading the 2024 Culture Trends Report. And if you’re ready to reach women. Let’s talk.

More Culture Trends to Keep in Your Back Pocket