4 Trends Brands are Embracing to Reach and Convert the Evolving Consumer

August 25, 2021

4 Trends Brands are Embracing to Reach and Convert the Evolving Consumer

By 不良研究所 Insights Team

Evolving shopping and media habits are impacting every brand. As marketers compete for share of attention, brands like Macy鈥檚 and HBO Max have accelerated their consumer engagement strategies to meet the needs of today鈥檚 consumer model 鈥� with Audio as a key driver. Check out the 4 trends uncovered during our recent panel discussion with Josh Walker, HBO Max and Kristy Carruba, Macy鈥檚.

Streaming Everywhere

There is no doubt that adoption of audio and video streaming is on the rise. This is especially true of Gen Z and Millennials. And there鈥檚 no better trendsetter to watch in the world of streaming than HBO Max 鈥� the young but fast-growing direct-to-consumer platform from WarnerMedia. According to Josh Walker, Chief Strategy Officer from HBO Max, the key to growing a loyal streaming fan base is to meet consumers where they are. 鈥淎udio is a way for us to reach consumers in a different location.鈥� Josh shares, 鈥淲hat we [want] to make sure they鈥檙e able to do is, while they鈥檙e driving their car, on their commute, on the treadmill, is that they have a way to engage with us and Audio opens up that opportunity.鈥�

The Coming of Age of Gen Z

Gen Z, the digital native generation, holds tremendous opportunities for brands. They approach music, sports, content consumption, and shopping in a very nuanced way. And for brands, it鈥檚 all about embracing spaces Gen Z consumers love and trust.

Personalizing the Experience: Kristy Carruba, Director of Audio Strategy and Planning at Macy鈥檚 shares, 鈥淲e see that this generation is really about personalization and customization.鈥� The Macy鈥檚 team is looking to embrace that trend with the expansion of more in-store experiences.

Embracing Diversity: The younger generation of teens and young adults share a deep value for diversity. True diversity of individuals, but also openness of thought and ideas. As Kristy points out, 鈥淚t鈥檚 not just what we have in our stores, but what we represent鈥� that matters. Key initiatives like sustainable fashion and sustainable giving take on a much more critical role for these shoppers.

Partnering with Podcast Influencers: There鈥檚 hardly an industry or brand that鈥檚 not planning to, or already venturing into podcasts. But Macy鈥檚 is top of the trend for forging successful partnerships with podcast influencers. Kristy shares, 鈥淭here鈥檚 so much power in the podcast personalities. We鈥檝e partnered with 鈥� She鈥檚 so unbelievably influential and has a lot of power with Gen Z, especially our shoppers and we鈥檝e seen it with our results.鈥�

Being Uncomfortable with Being Uncomfortable: There鈥檚 nothing easy about doing something new or venturing into new channels. Kristy Carruba from Macy鈥檚 shares that sometimes you just have to jump in and take the plunge. 鈥淢ost of the OG brands need to get a little uncomfortable with getting uncomfortable and going into spaces that we wouldn鈥檛 normally think our brand could be in.鈥� The folks at HBO Max have the same adventurous spirit. They are leading the scene in the world of companion podcasts as a way for fans to stay connected to their favorite programming. Josh shares, 鈥淩ecently one of the things we鈥檝e heard from consumers is when they come to HBO Max and watch our programming, they want to go deeper into it, to dissect it, and to discuss it with others. One of the ways in which we are bringing more of that opportunity is through Audio.鈥�

Reaping the Benefits of Holistic Audio

Leading brands are investing in audio across the spectrum, from Radio to Streaming to Podcasting to drive deeper engagement with their existing fans and shoppers.

85% of podcast listeners do tell us that they feel much more connected to the show when they listen to the podcast. So we know it鈥檚 resonating with them and it鈥檚 helping drive a greater connection.

Josh Walker

HBO Max

I鈥檝e always been a fan of Audio鈥� Audio is more in the forefront I think these days than I鈥檝e ever seen it before鈥� Everybody is asking me about podcasting, they鈥檙e asking me about streaming audio, they鈥檙e asking me about smart speakers.

Kristy Carruba

Macy’s

Advice from Brands Leading the Way 鈥� Build Authenticity

At the close of our recent panel discussion, each brand leader shared their advice for brands still thinking about their investment in Audio. The key takeaway from both Macy鈥檚 and HBO Max was to build authentic connections.

Kristy shared, 鈥淧eople create habits with audio, and people create relationships with audio, and there鈥檚 just this personalization and this comfort in audio鈥�.There鈥檚 so much more talk about how to strategically use it.. [to] target your audience, and tell the story you want to tell. And Audio鈥檚 so good at that.鈥�

Josh also shared his advice. 鈥淚t鈥檚 about authentic connections. If you鈥檝e listened to our podcasts, they鈥檙e not sales pitches. These are continuations of the story and connections with the talent behind the shows. They are very authentic and that鈥檚 very intentional for us… We believe in [Audio] as a way to really expand the ways in which we can reach the consumer and serve them better.鈥�

Hear more of what Macy鈥檚 and HBO Max had to say by downloading the complete episode of The Evolving Consumer: In Conversation with HBO Max & Macy鈥檚 from the 不良研究所 Insights Series.