Audio Offers Hope to Diverse Consumers During Economic Shifts

It’s no secret that economic uncertainty has everyone holding their wallets a little closer. With 74% of multicultural consumers concerned about a potential economic downturn, it's easy for brands to assume that consumers will be cutting back on spending in response. But that’s not the whole story.

Despite economic pressures, the spending power of AAPI, Black, and Hispanic consumers is thriving. This audience is projected to have a staggering $7T in projected spending power by 2026. If your brand isn't actively engaging with multicultural consumers, you're falling behind.

So, how do you connect with this powerful consumer base when uncertainty is high and budgets are tight? The answer has been there all along in consumers’ headphones and speakers. Diverse consumers are turning to digital audio as a source of comfort, joy, and connection. 

Here’s how you can lean on audio to economy-proof your strategy with multicultural consumers.

Spending Smarter and Seeking Emotional ROI

When times get tough, consumers get strategic. They're looking for value that goes beyond the price tag and redefining what is “essential” to them. In fact, 40% of multicultural consumers will make a non-essential purchase if they can take advantage of limited-time offers or sales.

Consumers are also seeking purchases that offer an emotional return. Over four in 10 diverse consumers ages 25-34 would make a non-essential purchase if it brings them joy or happiness. For many, that joy can be found in audio. Audio has become a sanctuary for multicultural consumers—offering a way to block out the noise and promote positivity. 

Here’s how diverse listeners lean on audio to cope:

• 82% turn to music or podcasts to reduce stress during difficult times

• 74% use audio to relax and disconnect from what’s going on

• 70% seek out positive or uplifting audio content when feeling overwhelmed

This emotional connection creates a powerful opportunity for brands. By aligning with content that listeners trust and enjoy, you can become part of their happy place, building positive associations and brand loyalty.

Black Consumers Handle Economic Uncertainty with Optimism

Despite economic headwinds, Black consumers maintain a striking sense of hope and confidence in their financial future. In fact, over five in 10 Black Americans feel confident about their personal financial future, while 65% plan on making a major purchase this year. For this group of consumers, audio isn’t a nice-to-have but a must-have. Over five in 10 Black American consumers say audio content is one of their main sources of information in times of uncertainty (129 index). Additionally, 44% of Black Americans trust podcast and radio hosts more than traditional media figures, highlighting the power of authentic voices and their careful selection of what they consume.

How to Reach Them

To connect with Black consumers, your brand needs to be part of the culture they're creating and consuming—especially when eight in 10 Black Americans are more willing to invest in experiences that bring them joy. On platforms like SoundCloud, which attracts 5.3M Black users, you can integrate your brand through promoted tracks, branded profiles, creator contests, or Comment Check. These solutions show you're not just advertising to Black audiences, but you’re also invested in their communities. 

To Hispanic Audiences, Family and Finances are Intertwined

To Hispanic consumers, concerns about the economy are deeply connected to their family's well-being. They are making strategic choices to secure their financial future, which often involves re-evaluating their spending on entertainment. A significant 67% of Hispanic consumers have downgraded or are planning to downgrade their entertainment subscriptions to ad-supported versions to save money (112 index).

This shift doesn’t mean they’re tuning audio out; it means they’re tuning in differently. They’re open to advertising, especially if it means they can consume content for free. 

How to Reach Them

Context is everything. Don’t interrupt the listening experience, enhance it. Pandora's mood targeting solutions are designed to do just that. By aligning your brand's message with the listener's current vibe, you can create a seamless and positive brand association. And it works. We've seen a +15% year-over-year increase in mood station listening hours. More importantly, brands that align with listener moods see a +52% increase in ad recall.

You can also offer listeners tangible value through rewarded ad solutions like Pandora's Happy Hour or video plus, where listeners receive perks (like uninterrupted listening) for engaging with an ad. This approach respects consumers’ time and budget, turning an ad break into a welcome content break. 

Combining Discounts and Audio for High-impact Messaging

So, how does reaching multicultural audiences via audio and promotional offers look in practice? Take a look at this success story. A gas station advertiser aimed to generate brand awareness, consideration, and message awareness. Partnering with the SiriusXM Streaming Network, they created a campaign that targeted multicultural audiences in key locations.

The campaign used a mix of custom solutions, including Pandora’s sponsored stations. The creative was contextually relevant, featuring summer and holiday themes with a clear CTA to download the rewards app for a discount on consumers’ next purchase.

The results were outstanding among Black and Hispanic audiences:

• +11 pts lift in brand favorability among Hispanic audiences 

• +9 pts lift in aided brand awareness 

• +6 pts lift in aided brand awareness among Black audiences 

• +4 pts lift in message awareness

This campaign proves that when you combine a value-driven offer with contextually relevant audio advertising, you can achieve significant lifts in key brand metrics and build a deeper connection with diverse consumers.

Make Some Noise

The economic landscape is always changing, but one thing is certain: Diverse consumers are navigating uncertainty with resilience, optimism, and digital audio to get them through it. If these audiences go ignored, you're leaving money on the table and missing a long-term opportunity to build brand loyalty. 

Audio offers a direct, intimate, and emotionally resonant way to connect with multicultural listeners. With 87% of our streaming network listeners being addressable, we can help you reach the right people, in the right mood, at the right time.

Ready to turn up the volume on your marketing strategy? Let’s talk.

Change Is Temporary, The Power of Audio Isn’t