Young, Professional Women Find Empowerment and Relief in Audio
The cultural spotlight on women has never been brighter. They're topping charts, breaking records, and driving conversations. Yet, when it comes to advertising, many brands are still missing the mark. In US ads, women are typecast more than anywhere else in the world, with a staggering 95% of female characters portrayed in domestic and family roles and only 3% portrayed in leadership positions.
American advertising lags far behind when it comes to representing the multifaceted lives women actually lead. The modern woman is high-achieving, digitally savvy, and loyal to brands that genuinely reflect their values.
So, how can your brand authentically connect with this valuable audience? The answer is loud and clear: audio.
Defining the Woman Who Balances It All
Today's young, professional woman is between the ages of 18 and 34, but being a Gen Zer or millennial is just the start of understanding who she is. She’s a master of multitasking and makes balancing it all look easy. She's scrolling, streaming, and building her empire, sometimes all before her morning coffee. She’s a digital native who moves seamlessly between work calls and workout playlists, juggling 10-step self-care routines and a 10-year career plan.
Let's break down what makes her tick.
She’s Online. A Lot.
The modern woman is actively seeking content that speaks to her experiences and aspirations. In fact, one in three female consumers spent 10+ hours on the internet in the past 24 hours. Whether they’re looking for entertainment, gaining knowledge or information, or staying connected with their loved ones, women are plugged in.
Work-Life Balance Isn't a Luxury—it's Essential
While juggling it all, women prioritize work-life balance. Seven in 10 female listeners say both building their career AND managing their mental health are important to them. They don’t want to choose between professional success and personal well-being—they’re finding a way to make both fronts work. A large part of this balance is focusing on self-improvement, with 81% of female listeners saying working on their personal growth is important to them. Whether it's mastering a new skill, advancing their career, or improving their mental health, female consumers are constantly evolving.
Community at the Forefront
These women are more than fans of an artist or a brand; they're members of dedicated communities united by shared tastes and values. One in three female listeners find a sense of belonging within communities based on specific genres or artists. These communities could be physical or digital, with 57% of female listeners interacting and engaging with their favorite artists on social media.
Economic Concerns Are Top of Mind
Over six in 10 women are concerned about the current state of the economy. As consumers navigate current economic shifts, these household decision makers are on the hunt for a good deal, and they look for brands whose values align with their own.
Fueling Their Passions and Boosting Their Wellness with Audio
Audio is the soundtrack to women's lives. It sets the tone when they start their mornings, power through workdays, and unwind in the evening. And it’s a part of how they bond with family and friends. Music, podcasts, and live talk are channels they turn to for inspiration, escape, and connection.
Authenticity Wins
Female listeners can spot inauthenticity from a mile away, choosing to reward artists and brands that align with their values and beliefs. Whether they’re tuning in to streaming audio or podcasts, 44% of female listeners follow their favorite artists because they seem genuine and 45% prefer brands that share the same values as podcast shows or hosts they like.
Mental Health Is a Priority—with Audio Providing an Escape
For women, entertainment is self-care. Over eight in 10 female listeners prioritize managing their mental health, while over six in 10 aim to reduce stress. Audio plays a crucial role in women’s wellness routines, offering an escape, entertainment, a mental boost, and more. In fact, 71% of female listeners say audio has provided them a way to escape from the stressors of daily life and 75% say listening to music is their #1 stress-relieving activity. Whether it's a favorite music playlist or a trusted podcast, audio offers refuge.
For brands, the message is clear: Show up where these women are already spending their time and emotional energy. Meet them in the audio spaces they trust, and you'll create meaningful connections that translate into loyalty and action.
Providing Content for Women, by Women
Representation matters. Young, professional women want to see themselves reflected in the artists they stream, the hosts they follow, and brands they buy from. They are seeking out content from those they can relate to and who understand the female experience—and they’re finding it on streaming audio and podcasts.
Streaming Audio: Celebrating Female Artists
Female artists are dominating playlists and creating devoted fandoms. On Pandora, 75% of listeners on top female artist stations like Doechii and Sabrina Carpenter are women. This demographic is doing more than listening; they're celebrating, empowering, and building communities around these artists.
On Pandora, these are the top Sponsored Stations among female audiences:
Sad Girl: For those who need a good cry (or five)
Heartbreak: The station for processing emotions through music
Women in Pop: Listeners come here to celebrate pop queens
Women in R&B: Find soulful anthems from powerful voices
By sponsoring these stations, brands can align themselves with the music women love while meeting them in moments that matter.
Podcasts: Voices That Feel Like Friends
The SiriusXM Podcast Network is not just the #1 podcast network with listeners 13+, it’s also the #1 podcast network with women. We have the hosts that female listeners love (Alex Cooper and Stephanie Soo) and podcasts that top the charts (The Mel Robbins Podcast and Scam Goddess).
Here's the magic: 81% of women say the main reason they listen to podcasts is to feel inspired, and 46% say they connect them to a community of like-minded people. They're tuning in to learn, grow, and connect—and they're finding all of the above and more in our shows.
The SiriusXM Podcast Network's Female Voices Curated Collection offers an efficient way to reach women at scale across a diverse variety of podcast genres. From true crime to pop culture, these shows are where women go to feel seen, heard, and understood.
When Brands Get It Right—Driving Lifts in Purchase Intent Among Women
Partnering with trusted female creators in the audio space drives significant, measurable results. Here’s proof: Take the success of a premium athletic apparel brand that partnered with Call Her Daddy. The apparel brand aimed to drive upper-mid funnel lifts among women, including brand recall, unaided awareness, brand consideration, and purchase intent.
By leveraging the show’s massive influence and scale, female-dominated audience, and trustworthy and personable nature of video host-read ads, the campaign achieved:
79% unaided brand recall
+35pts lift in unaided category awareness
+21pts lift in purchase intent
+21pts lift in message association
This case study demonstrates the immense power of authentic, creator-led audio advertising. When a brand aligns with a voice that the female audience trusts, it moves listeners from passive hearing to active decision-making and engagement.
Build Stronger Brand Connections with Women in 3… 2…1
Young, professional women are rewriting the rules. They're investing in themselves, their careers, and their well-being, all while holding brands accountable for authentic representation.
To stand out from other brands, avoid typecasting and turn to audio as your answer for better connections and campaigns. From streaming music to podcasts, we offer the solutions, tools, and platforms to reach this powerful demographic at scale.
Ready to amplify your message? Let's talk.
