NPR Reaches Environmentally-Conscious Consumers

April 2023

To celebrate Earth Day 2023, we’re proud to shine a spotlight on the work NPR is doing to cover the on-going climate crisis, and dig into how sponsors can align with NPR’s eco-conscious audience. This year, NPR launched its Climate Desk, which produces content around climate-related disasters from heat waves to major floods and signals a major commitment to climate journalism going forward. 

These stories are part of what creates powerful connections with NPR listeners worldwide, while keeping them informed on the issues that matter the most to them. Not only are listeners interested in learning about the environment, they’re actively making a change. In fact, 70% of NPR podcast listeners are interested in finding out how they can help the environment.¹ And, 61% of NPR radio listeners look for environmentally safe products.²

NPR sponsors from industries like apparel, sporting equipment, consumer packaged goods (CPG), vehicles, and services recognize the importance these issues hold for listeners, and the impact they can make with messaging on NPR platforms. Sponsors from each industry have leveraged CSR messages and found success in their sponsorship campaigns. Across sectors, these campaigns improved awareness from NPR sponsorship and increased interest to learn more and/or purchase. 














Among exposed listeners to these environmentally-focused campaigns:


lift in recall hearing the brand as a sponsor ³

Recreational Equipment


lift in brand awareness ⁴

Electric Vehicle


 lift in positive brand opinion ⁵

Clothing Company

Learn how the NPR platform encourages consumers to get involved and “Invest in Our Planet.”

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1. MRI-Simmons, 2022 August Podcast Study

2. MRI- Simmons Spring 2022 Doublebase, among custom news audience

3. NPR Listener Survey October 2022

4. NPR Listener Survey December 2022

5. NPR Listener Survey January 2023


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