How to Go from Advertiser to Cultural Trendsetter

Culture: It’s the key to connection—and staying relevant as an advertiser. But with culture moving at the speed of sound, it’s no surprise brands often struggle to keep up. 

The secret to staying in the know? Audio. As the go-to place for breaking news, setting trends, and connecting communities, audio is the best environment to predict what will capture (and keep) consumers’ attention next. 

We did exactly that with the 2024 Culture Trends Report, and in our last webinar, we shared it all. Sophie Anderson, Associate Director, Podcast Sales Marketing, and Briana Méndez, Senior Manager, Sales Marketing, Audiences + Multicultural, got together to share:

• Proprietary insights straight from our listeners on how audio drives their sense of culture and identity

• Exclusive data across our entire portfolio on consumers’ listening habits and behaviors

• Tips on how to activate on up-and-coming trends across streaming, satellite, and podcasts

• And so much more

If you’re ready to increase your relevance score, check out the webinar recording below.

Need a quick recap, instead? We’ve got that, too. Take a listen to some of the key callouts from the conversation below.

Audio unites millions.

Highlight: “Culture is ever evolving. We like to say that it moves at the speed of sound, but it moves so fast that it's often difficult for advertisers to keep up with everything that's going on—and how it could impact their brands. Luckily, we have audio. Audio unites millions in a single experience… Audio’s omnipresence allows us to not only understand what moves people, but also to know where they’re going.” - Sophie Anderson

Redefining the mainstream.

Highlight: “The era of monoculture is behind us. Subcultures are really defining the mainstream, and it's infusing it with fresh perspectives and distinct identities. And this shift really embraces diversity and individuality, paving the way for the new cultural narrative where subcultures are truly leading the charge. So, what does this mean for advertisers? Redefine your market—don't settle for the general market. Lean into these subcultures… And then, embrace diversity of platforms. Audio allows the diversity of all these communities to come to life through sound, whether it’s through music or podcasts. So there’s so many different ways it can reach your listeners—especially with a network like SiriusXM Media. ” - Briana Méndez

Seeking out women-led audio.

Highlight: “I think that for so long, we as women have been conditioned to believe that behaving more like men would earn us more respect and success. But women are now rejecting that notion and standing tall in their girlhood—and demanding to be taken seriously as they are. It's a really powerful shift that's happening. Not to mention that the uptick in feminine power has also had a huge impact on the entertainment industry, the economy, and the culture at large. Just look at the success of the Barbie movie, which was one of the highest grossing films of all time. Or Taylor Swift and Beyonce's sold out world tours, which also broke records. Plus, online trends like ‘girl math’ and ‘girl dinner’ completely took over the internet last year. But none of that would be possible without women supporting and uplifting each other, celebrating female representation in media, seeking out women-led audio, and encouraging more collaboration. More than ever before, we're seeing a strong demand for women-driven content, and it's opening the door for even more female artists and creators to enter the space.” - Sophie Anderson

Hungry for trust and connection.

Highlight: “In a world that's hungry for truth and connection, sometimes all it takes is a pair of headphones and an open mind to find what you're looking for. So the next time you find yourself lost in the noise of the digital world, consider tuning into the rich tapestry of voices and stories that audio has to offer. Leverage the medium to create human moments. Build trust with your consumers, and experiment with thoughtful innovations. It is possible to stay on the forefront of technology and use AI responsibly, as long as you keep sight of your own humanity and keep the consumer at the forefront.” - Sophie Anderson

Audio sustains passionate communities.

Highlight: “As we navigate the ever-changing landscape of digital culture, one thing remains very constant: the enduring power of audio to create and sustain the biggest and most passionate communities. From the concert halls to the airwaves, audio continues to captivate our hearts and minds. So, what does this mean for you? Lean into these larger moments with audio. Super Bowl, big tours, these big reality TV show moments—these are conversations that are happening within these fandoms. And audio allows you to get right in the middle of that conversation. We also really need to expand upon and dismantle the ways that we think about influencer marketing. It's not just social media anymore. Creators across podcasts and music yield so much attention and so much power for your brand as well when you tap them in the right way.” - Briana Méndez

Amplify your presence with audio.

Highlight: “As these cultural trends continue to shape our collective consciousness, brands must really adapt and evolve to meet the changing needs and expectations of consumers. By embracing the power of audio, brands can amplify their presence in these moments, connect with these audiences in meaningful ways, and, most importantly, drive that engagement and loyalty. So whether it's through those strategic partnerships with podcast hosts, the targeting that you can tap into with SiriusXM Media or, creating these experiences, there's so many opportunities to tap into that cultural engagement that we're seeing today.” - Briana Méndez

There are more cultural insights where those came from. Download the 2024 Culture Trends Report now, and if you’re ready to tap in to audio to connect with the culture at large, let’s talk.