Trust is a major factor in consumers’ buying decisions. Today, discerning consumers not only care about a company’s products but the way it operates in the world: 73% of NPR listeners agree that companies must show how they are supporting communities and the environment to win support.¹
As brands find CSR campaigns a powerful tool for engaging audiences with their work toward social accountability, NPR proves to be an effective platform for sharing CSR messages and earning listener trust.
In addition to trust, brands must deliver messages that make lasting impressions. Now, new research demonstrates NPR audio messages – including creative from Kroger’s recent CSR campaign – are effective at being remembered by listeners.
Kroger partnered with NPR to promote their Zero Waste, Zero Hunger initiative, a public charity foundation that improves access to affordable, fresh food. As their campaign ran on NPR platforms, NPR and Neuro-Insight tested Kroger’s NPR audio spot to measure how effective the CSR message was at memory encoding.