AudioCon 2025 was one of my favorite conversations this year. Why? Because it confirmed something we’ve all been sensing: consumers aren’t just looking for content, they’re looking for connection. In a world dominated by algorithms and automation, people crave trust, authenticity, and experiences that feel human. This isn’t about demographics. It’s about mindset. And if you’re a marketer, it’s time to rethink your playbook. Here are the three big moves that stood out from our research and discussions:

1. Human Connection Is the New Currency

People want experiences they can share with others. It’s what makes them feel connected and part of something bigger. In a world of tech overload, consumers are searching for something real. Live, local events and real-time conversations deliver immediacy and cultural relevance that algorithms simply can’t replicate. These authentic moments cut through the digital noise and remind us what makes us feel alive.

What works:

• Elevate live and local events as premium opportunities
• Integrate into conversations around passion points like sports and music
• Co-create unscripted, brand-inspired moments with trusted voices

2. Trust Is a Strategic Imperative

Trust is earned, and it builds over time. We often talk about trust as a marketing insight, but for consumers they’ve always instinctively known this, and right now they feel it more strongly than ever. People want honesty and consistency from the brands they choose, and they’re paying close attention to who delivers on that promise.

Consumers trust real voices. Our research shows 80% of iHeart listeners consider our hosts their friends, and 78% trust their product recommendations. Even more telling: 9 in 10 say human trust can’t be replicated with AI.

What works:

• Invest in human-driven channels like radio and podcasts
• Use endorsements and host-reads to humanize and scale brand storytelling
• Treat trust as a long-term brand asset, not a campaign metric

3. Balance Tech and Touch

Technology is an incredible tool and we’re all leaning in, but the human voice still matters most in brand storytelling. Yes, AI is everywhere, but 9 in 10 believe it’s important to know the media they consume is created by a real person.. That’s huge. Algorithms feel overpowering, and consumers want reassurance that real people are behind the message.

What works:

• Balance your media mix with channels that feel human
• Use audio to break algorithmic bubbles and enhance the effectiveness of other channels
• Add audio to drive performance across your marketing ecosystem

Bottom line: Consumers want connection, trust, and authenticity. At iHeart, we deliver all three: Trusted. Live. At Scale. With 870 stations, 6,000 affiliates, 1,160 on-air personalities, and 165M monthly podcast downloads, we create cultural moments that people talk about, share, and remember.

Why iHeart?

Because we are the Heartbeat of Culture. We don’t just follow culture - we drive it. Every day, our trusted voices and live experiences connect millions of people across the country. With 870 owned stations, 6,000 affiliates, 1,160 on-air personalities, and 165 million monthly podcast downloads, we offer the scale, trust, and cultural impact to help brands reach audiences and move them.

Amplify your message where culture happens in real time. In the moments people talk about, share, and remember.

We are iHeart. Trusted. Live. At Scale.

Want to understand what today’s Human Consumer values and how to reach them? Get in touch with iHeart now to start building strategies that resonate.