Corporate social responsibility (CSR) has become an important consideration for consumers, with shoppers curious about how brands interact with and give back to their communities. As this interest in CSR grows, it’s essential for advertisers to understand the information consumers want to hear. NPR listeners have a history of being savvy shoppers who are more likely to research products and prioritize the environment, making CSR a compelling focus for sponsorship messaging. To learn more, NPM Creative ran creative testing focused on CSR brand messaging.
Objective
In a recent survey of 800+ NPR Podcast listeners, NPM Creative explored how audiences react to brand messaging that highlights corporate social responsibility. Leveraging Veritonic Creative Measurement, ten Spotlights from five different brands were tested, examining key factors that resonate with audiences, such as community involvement, environmental sustainability, and diversity, equity and inclusion (DEI).
Results
NPR Podcast listeners prefer to support brands that give back to their communities, with 65% saying this is important to them. Messaging that highlights how brands are actively supporting their communities resonated the most with NPR listeners. For four out of the five brands tested, NPR podcast listeners said they preferred the CSR-focused message over the product-focused message. The exception to the rule was when a CSR message was vague, and the product-focused message it was tested against included specific details. Listeners want more than general statements. They value specific, tangible initiatives that showcase real-world impact.
The test also showed that listeners value transparency from the brands they purchase from. When asked about messaging that would make them more likely to use a brand’s products, NPR Podcast listeners were especially interested in how a brand has responded to customer feedback, with interest in product research coming in at a close second.
Conclusion
NPR listeners appreciate CSR messaging, preferring to hear about specific community initiatives from brands when possible, while still being highly interested in product transparency, research and the people behind the brand. To craft the ideal message while reaching NPR listeners, brands should maintain a balance of highlighting their CSR initiative while still providing specific details, and focusing on product research when appropriate. In a crowded market, the brands that communicate with clarity and purpose are the ones that stand out and stay top of mind.
NPM Creative creates messaging tailored to NPR’s uniquely savvy and socially conscious audience that feels authentic and relevant. Partner with our team to effectively reach NPR’s loyal listenership today.
