A new study on diversity and inclusion¹ reveals critical insights on radio listeners, a large majority of which are civic-minded individuals who pay close attention to how companies take a stand on social issues. Key among these issues is the Black Lives Matter movement. The study identifies opportunities for how companies can communicate their diversity initiatives and show the steps they are taking to ensure an inclusive corporate culture.
While some companies grapple with how to insert themselves into the issue, often worrying about the potential negative impact on the brand, the Diversity and Inclusion Study shows a significant portion of US adults – and heavy radio listeners in particular – view brands that support diversity more positively. 63% of heavy radio listeners² and nearly one-half of U.S. adults say brand messaging or corporate advertising that supports the Black Lives Matter movement make their opinion of that brand or company more positive. They also indicate a preference for brands that take a social stand when making purchase decisions. And these numbers grow significantly higher for digital audio consumers.
SOURCES:
1. S. Radoff Associates, Custom Diversity & Inclusion Survey, August 2020.
2. Heavy consumers of audio content in this study were defined as follows:
• Heavy Audio Consumers -- Daily listeners of OTA, streaming or podcast content
• Heavy Radio Consumers -- Daily listeners of OTA content
• Heavy Digital Audio Consumers -- Daily listeners of streaming or podcasting content
Listeners Prefer Brands That Support Diversity
Throughout its history, Radio has been a social connector, creating communities of like-minded people around issues that define the times — whether it’s societal issues, a pivotal sports event or a breakthrough historical moment. As our nation navigates tremendous social change, companies need to stand with the people they serve and lead by example. And when they do it – whether announcing a commitment to diversity, encouraging audiences to register to vote, or addressing current events – radio listeners will be right there with them.
While audiences take note of small businesses’ store signs that make social claims, their expectation is primarily for large companies to address and acknowledge social issues. In fact, 50% of heavy digital audio listeners and 44% of heavy radio listeners (vs. 37% of US adults) believe large companies should acknowledge and address current social topics.
Heavy radio listeners (53%) are also more likely than typical US adults (49%) to be OK with brands that tackle civic issues such as voter registration. And they would like companies to take action to show their support on issues such as making donations to nonprofits and engaging with political leaders to create change and promote equality.
How can brands engage with their radio listeners who deeply care about social initiatives and want to hear from brands? One sweet spot to connect with audiences on such topics is Sports and Talk radio programming, particularly during Primetime.
Corporate advertising or messaging supporting Black Lives Matter impact opinion of brand more positively
Heavy Radio Listeners
Heavy Digital Audio Listeners
43%
63%
63%
More likely to buy a brand’s product if a brand openly supports diversity or takes a stand to support the Black Lives Matter movement
Listeners Prefer Brands That Address Social Issues
Believe large companies should acknowledge and address current social topics
Listeners Prefer Brands That Take A Stand
More likely to choose a brand when it takes a stand about current issues
More likely to choose a brand when it supports a social cause
Listeners Prefer Brands That Tackle Civic Issues
Would like companies to show support on issues by donating to nonprofits
Would like brands to tackle civic issues like voter registration, etc.
Would like companies to show support on issues by engaging with political leaders
Sports and Talk Radio Listeners Choose Brands
That Take a Stand
More likely to choose a brand that takes a stand on current issues
Talk Radio Listeners
Primetime Listeners
50%
45%
US Adults
39%
Sports Listeners
US Adults
Heavy Radio Listeners
Heavy
Digital Audio Listeners
US Adults
Heavy Radio Listeners
Heavy Digital Audio Listeners
US Adults
37%
44%
50%
Heavy Radio Listeners
US Adults
Heavy Radio Listeners
US Adults
39%
Heavy Radio Listeners
US Adults
49%
53%
Heavy Radio Listeners
US Adults
38%
45%
Heavy Radio Listeners
US Adults
35%
40%
More likely to choose a brand that supports social causes
59%
78%
71%
39%
50%
50%
50%
US Adults
Talk Radio Listeners
Sports Listeners
Primetime Listeners
51%
39%
59%
55%
The push to go beyond the commercial realm and take a stand on social issues gives brands a significant responsibility to join the public discourse, showcase organizational character and connect with customers at a deeply emotional level. The Diversity and Inclusion Study also shows that those consumers who tune into audio content regularly have such high expectations from brands: One-half of heavy radio listeners say they are more likely to choose a brand when it takes a stand about current issues or when it supports a social cause.