New products, changes in work patterns, and environmental factors prompt consumer reactions. And as people explore, evaluate information and try new experiences, they shape distinct audience groups. Audacy’s Innovation Tracker (2024)¹ highlights three key trends influencing audience behavior and mindset today:

And our study identifies three audio consumer groups, emerging in tandem with these current trends. These groups present valuable opportunities for brands looking to resonate and align with specific consumer mindsets.

As conversations surrounding climate and environmental conservation become more prevalent, sustainability grows ever-important in the minds of consumers, particularly among young audiences. From choosing sustainable products and buying from brands with a low carbon footprint, to owning and shopping for eco-friendly vehicles, Gen Z and millennials are committed to sustainability across the board.

To find an eco-friendly audience, look no further than podcast listeners – over a third of podcasters choose sustainably produced products and a quarter prefer to buy from brands with a low carbon footprint. And their deep connections with podcast hosts  make them more aware of and open to messages about new products. Sustainability enthusiasts trust their podcast hosts to recommend great brands – they are +38% more likely than average to say podcast hosts are helpful in finding them new products.

AI usage has found tremendous traction among audio consumers, especially among Digital audio listeners. More than half have used AI chatbots, and of them, a third are already using them regularly, employing AI chatbots several times a week for deep dive searches and inquiries. Men, youngsters, affluent individuals, and parents emerge as the drivers of this AI activity. 

Weekly users of AI chatbots prioritize topics related to work and education, even financial transactions, demonstrating a preference for practical applications over personal interests and even social messaging. Interestingly, one would think that these AI enthusiasts would choose AI generated voices over human, but that’s not the case!

Podcast hosts, in particular, wield significant influence. Weekly AI chatbot users are
39% more likely than overall users to find advice from podcast hosts to be the most useful/valuable to them. 

In today’s music landscape, nostalgia holds a timeless allure, transcending generational boundaries. 3 in 4 people enjoy listening to songs from previous decades. Surprisingly, it’s not just older adults who cherish the tunes of yesteryears. A significant 60% of Gen Z and Young Millennials also revel in the melodies from previous decades. For many, these songs evoke a sense of connection to the past, offering a glimpse into cultural moments that resonate across time. Even more intriguing is the resurgence of vinyl records among nostalgia enthusiasts, with a third of them opting for analog sound.

While nostalgia seekers cherish the past, they’re not stuck in it when it comes to technology. Despite their cautious approach, they are open-minded towards advancements like AI. 3 in 4 are open to new technologies, but prefer to wait for others to use them first. Despite their hesitance to rush and use emerging technologies,  more than half have already engaged with AI chatbots, demonstrating a pragmatic blend of nostalgia and modernity. This willingness to embrace new tools once they are established reflects a balanced outlook—a respect for tradition paired with an eagerness to explore innovations that enhance their everyday experiences. 

Each of these three groups embodies unique perspectives and priorities, influencing everything from consumer behavior to cultural movements, shaping how brands can effectively engage and connect through Audio. Audio not only entertains but also forges deep, meaningful connections for these three groups  in today’s increasingly nuanced market landscape, suggesting new ways to shop, new ways to search, and old ways to feel connected to what you love.