Speak Up: Why Brands Can’t Afford to Stay Quiet in Today’s Geo-Political Climate

In today’s geo-political climate, consumers are turning to brands to respond to issues they care about for stability, transparency, and clarity. More importantly, they’re seeking assurance that favorite, trusted brands align with their personal beliefs. 

A recent study by Edelman says 64% of consumers buy, choose, or avoid brands based on their beliefs, and 68% say it’s very important that brands help them feel safe, confident, and inspired. And with people looking to brands for optimism (62%), purpose-driven action (61%), and education (59%), staying silent is no longer an option. 

The study suggests that brands are expected to take a stand on social issues when those issues align with their values, workforce, business interests, and the communities they serve. 

Among those who said a brand is obligated to address one or more societal issues, 51% say they are less likely to buy from it and lose trust in it if the brand ignores that obligation.

A brand’s obligation to respond and act depends on how closely connected a brand is to that particular issue. If only one of these connections is present, just 37% of people believe the brand should take action. However, when four or more connections exist, that number jumps to 71% or more. As the number of relevant factors increases, the expectation for a brand to engage becomes almost unavoidable. This provides a clear, evidence-based guide for brands to determine when their involvement isn’t just encouraged – it’s essential. 

In recent years, consumers have increasingly turned to creators, celebrities, and influencers as trusted voices, looking to them for guidance, authenticity, and a clearer stance on social and cultural issues. Additionally, the brands that support and align with these influential figures are also pulled into the spotlight, becoming part of the trust equation and shaping how audiences perceive credibility, transparency, and values in action.

Most notably, podcast influencers have gained their market edge by cultivating and leveraging deep, trusting relationships with their listeners. And as trust in mainstream media deteriorates, people are more likely to gravitate toward the trusted creators they know and love.

Brands’ success in podcast advertising is partially due to their ability to leverage a podcast’s fanbases. According to Wondery, 46% of podcast listeners love their favorite podcast “more than anything else.” Savvy marketers can build connections with those audiences too. 

The payoff for brands starts with the powerful “halo effect” created by podcast creators’ para-social relationships with their listeners. This deep sense of connection translates into heightened attention and goodwill toward the brands that support these shows. In fact, 57% say they pay more attention to brands that sponsor their favorite podcasts, and 54% report increased trust in those brands.

When brands align themselves with the right podcast content creators – those that match  their values and mission – they have a big opportunity to make podcast fans their fans, becoming part of conversations with emotional impact that spur real-world results.

Edelman’s survey also unsurprisingly revealed that 76% of people worry about products they use daily becoming more expensive due to tariffs and trade wars – a topic that continues to weigh heavily on consumers’ minds and wallets. 

Brands have also had to navigate the evolving impact of tariffs over the last few months, leading businesses across all industries to look to reorient their advertising strategies and budgets.

Audio offers a dynamic platform for brands to respond to customer concerns, showcase their social values, and strengthen connections with their target audiences. While each brand may respond differently to shifts in consumer spending and market pressures on pricing, leveraging a full-funnel audio strategy can serve as a powerful tool. This approach not only sustains brand visibility but also helps navigate uncertainty. 

Ultimately, audio empowers brands to stay in tune with evolving consumer sentiment, allowing brands to humanize messaging through contextual placements, host-read endorsements, and real-life product stories by trusted voices. As marketers navigate an unpredictable landscape, audio presents a powerful path toward authentic connections with unmatched credibility.

Looking to add audio to help amplify your brand’s message? Contact ARM today and let our experts help guide you.