Economy-Proof Your Brand and Reach CPG Consumers with Audio

Economic uncertainty has become the new normal. Rising costs, inflation, and supply chain disruptions continue to reshape how consumers approach everyday purchases, from groceries, to household essentials, to personal care products. For consumer packaged goods (CPG) brands, understanding these behavioral shifts isn't just valuable intelligence; it's essential for brand survival and growth.

We recently partnered with DISQO to conduct an economic impact study examining how Americans ages 18 and up are navigating financial pressures. The findings reveal a complex landscape where consumers aren't simply cutting back—they're reprioritizing, seeking value, and turning to trusted sources for both information and emotional support.

The implications for CPG brands are clear: Traditional marketing approaches may no longer resonate with audiences facing real financial strain. However, brands that adapt their strategies to meet consumers where they are, both emotionally and financially, can build deeper connections and drive meaningful growth—even in challenging times.

Consumers Are Feeling the Economic Strain

Beyond simple price sensitivity, consumers are fundamentally rethinking their relationship with everyday purchases. Tariffs, supply chain disruptions, and rising commodity costs are forcing shoppers to scrutinize categories they once purchased without hesitation. The data paints a stark picture of widespread economic anxiety. Almost eight in 10 Americans report being directly impacted by inflation and rising prices, with women (82%) and younger consumers under age 35 (83%) feeling the burden most acutely. This financial pressure extends beyond individual households; 74% of respondents worry about a potential economic downturn.

This consumer anxiety translates into immediate behavioral changes in essential spending categories. Almost nine in 10 consumers have changed how they shop for household goods, the very categories that form the backbone of CPG sales. Economic pressures vary significantly across different CPG subcategories. Beauty brands are witnessing a rise in DIY treatments and "dupes" as consumers seek to maintain self-care routines without the premium price tags. When it comes to household essentials, shoppers are cutting back on nonessential items or switching to lower-priced alternatives.

Despite these challenges, consumer spending isn't disappearing entirely. Instead, it's being strategically reprioritized. While 51% of respondents are limiting purchases to essentials, 76% of them still agree that self-care is essential during uncertain times. This creates opportunities for CPG brands to position their products as meaningful investments in one’s quality of life.

Digital Audio Is a Companion in Uncertain Times

As consumers navigate economic stressors, they're increasingly turning to digital audio as a source of comfort and connection. The data reveals audio's unique role as an emotional lifeline: 79% of respondents use music or podcasts specifically to reduce stress, while 75% of them turn to audio to relax and disconnect from the noise of current events.

Audio serves a unique, dual purpose during uncertain times. Beyond stress relief, 57% of consumers say audio allows them to stay informed without feeling overwhelmed—a critical balance in today's information-saturated environment. Additionally, 69% of consumers actively seek out uplifting or positive audio content, from entertaining podcasts to mood-boosting music, to help balance the weight of daily life.

This emotional connection makes digital audio particularly valuable for CPG brands. Audio accompanies consumers during daily rituals like meal prep, commutes, and household chores. Throughout any activity, the channel offers natural entry points for CPG brands to connect with target audiences during moments of routine and self-care.

Diverse Consumers Are Committed to Investing in Their Futures

While economic pressure affects all demographics, multicultural consumers are showing remarkable resilience and forward-thinking behavior. For one, Black consumers are significantly more likely to be planning a major purchase this year than the general population, suggesting a commitment to household investments and life milestones.

Financial confidence is also higher among both Black (51%) and Hispanic (54%) survey respondents, outpacing the broader sample (45%) in their outlook on personal financial futures. This optimism is paired with proactive financial behaviors. Over half of Black respondents are more likely to be taking deliberate steps to build resilience during economic instability, whether it’s seeking additional income or investing in new skills to strengthen their financial security.

For CPG brands, these diverse consumers represent not just current purchasing power but future growth potential. They're making thoughtful decisions about where to invest their resources, prioritizing themselves and products and experiences that offer long-term value or align with their aspirations for the future.

Follow These Best Practices for Economy-Proofing Your Brand

Leverage Digital Audio's Intimacy and Trust

Digital audio's personal nature creates ideal conditions for building authentic brand connections. Use messaging that feels conversational rather than promotional, and align with content that reflects your brand values. Next, partner with voices and programming that resonate culturally, particularly in spaces where consumers seek support and aren’t willing to sacrifice, from wellness to lifestyle. 

Make Use of Promotions

Consumers cite exclusive deals and limited-time offers as key purchase drivers, turning strategic promotions into essential tools and converting cautious buyers into confident consumers. However, avoid appearing opportunistic during difficult times. Instead, frame promotions as smart solutions that help budget-conscious shoppers make thoughtful decisions while still accessing quality products.

Empathize with Economic Realities

Acknowledge the genuine financial pressures consumers face without exploiting their anxiety. Your messaging can directly address budget concerns, rising costs, and the mental load of constant price comparison. Consumers appreciate brands that understand their everyday realities rather than glossing over legitimate concerns.

Reassert Your Brand's Value

With consumers scrutinizing every purchase, clearly communicate your product's value proposition. Whether your approach is emphasizing functional benefits, affordability, or emotional rewards, help consumers understand why your brand deserves a place in their tightened budgets. Position essential products as exactly that—essential—while highlighting how they contribute to one’s quality of life or well-being.

Driving Behavioral Lifts and Store Traffic for CPG Advertisers

The power of audio in the CPG space is demonstrated through measurable results. In a past campaign, a CPG advertiser aimed to drive lifts in foot traffic, store visits, and behavior among streaming audio listeners between the ages of 25 and 54. The campaign used a mix of streaming audio solutions across mobile audio and video that equally influenced males and females. 

The results were impressive, outperforming category benchmarks:

• 1.9M total store visits 

• +463K incremental store visits 

• +31.8% behavioral lift 

Audio: A Certainty in Uncertain Times

Economic shifts don’t have to mean stagnant growth for CPG brands. Consumers are still listening, seeking products that improve their lives, and making purchasing decisions; they're just being more intentional about how and why they spend. 

Digital audio offers the perfect medium to meet them in these moments with empathy, authenticity, and value. Ready to economy-proof your brand and connect with CPG consumers? Let's talk.

More CPG Insights to Unbox