How CMOs can use podcasts to engage Gen Z, build trust, and grow brand loyalty.
If you’re a CMO or brand leader still convinced that Gen Z only wants TikToks, memes, and endless scrolling, it’s time to rethink your strategy. Yes, they scroll. Yes, they stream. But increasingly, they’re also tuning in to none other than podcasts.
According to Edison Research’s Gen Z Podcast Listener Report, almost half of U.S. Gen Z have listened to a podcast in the last month—and that number is growing quickly. On average, they consume 7.7 hours of podcast content per week.
That’s not just casual listening. That’s commitment.
Why does this matter for marketers? Because Gen Z doesn’t just consume content—they curate it, engage with it, and expect it to reflect their values and lived experiences. They’re shaping culture and demanding that brands meet them where they are—authentically.
So, what exactly makes podcasts resonate with this emerging generation? And more importantly, how can your brand leverage audio to reach them?
Let’s break it down.
Before we can talk strategy, we need to talk about who Gen Z actually is.
Generation Z is typically defined as anyone born between 1997 and 2012, putting them between the ages of 13 and 28 today. They’re the first truly digital-native generation. While Millennials remember dial-up internet and the early days of MySpace, Gen Z was born into a world where smartphones, YouTube, and streaming platforms were already the norm.
That upbringing has created a generation with unique expectations about how content should be created, shared, and consumed.
Megan Brophy, VP of Marketing at Abercrombie & Fitch, captured this perfectly when she said: “They’re very transparent. They want realness. They want authenticity.”
For brands, this means earning their attention through transparency, storytelling, and consistency.
It may sound counterintuitive that the same generation famous for their love of short-form content (hello TikTok) is investing hours into long-form podcasts. But podcasts give Gen Z something social media often can’t: depth.
Unlike 15-second clips designed for quick entertainment, podcasts offer context, nuance, and real human connection.
Podcasts also fit Gen Z’s multitasking lifestyle. They’re a companion while commuting, walking, studying, working out, cleaning—or yes, even scrolling on TikTok.
Podcasts are not competing with TikTok or Instagram—they complement them. A Gen Z listener might discover your podcast through a short-form video clip on social media, then spend 30 minutes or more listening to a full episode.
That kind of brand attention is gold in today’s fractured media landscape.
Here’s the truth: Gen Z isn’t anti-brand. But they are anti-B.S.
They don’t reject marketing, but they do reject marketing that feels forced, self-serving, or disconnected from their lived experiences.
According to Podcast Marketing Trust Index Report:
That’s serious influence potential. But trust must be earned.
For CMOs, the takeaway is clear: branded podcasts work when they lead with valuable, relatable content—not marketing objectives.
Now that we know why podcasts work and what Gen Z expects, let’s get practical. Here are four strategies CMOs can use to successfully reach Gen Z through podcasting.
Gen Z doesn’t want a scripted 40-minute sales pitch. They want stories that feel human, vulnerable, and unfiltered.
That doesn’t mean your podcast should be sloppy—but it should be real. Let your host’s personality come through. Don’t be afraid to talk about your brand values, missteps, or behind-the-scenes challenges.
📌 Brand example: Dear Headspace
Headspace’s podcast features real meditation teachers answering listener-submitted questions. It’s conversational, approachable, and rooted in the brand’s mission of mindfulness. The podcast doesn’t try to sell—it tries to connect.
Your podcast doesn’t just live on Apple Podcasts or Spotify. If you want Gen Z to find it, you need to think like a content creator.
This means:
📌 Brand example: Girlboss Radio
Girlboss Radio distributes content like a creator, not a corporation. They cut engaging soundbites, highlight guests on social media, and build momentum through short-form video that resonates with Gen Z audiences.
Gen Z doesn’t want a professor—they want a peer. They value honesty over perfection and vulnerability over polish.
Instead of positioning your brand as the “expert at the podium,” position your podcast as a conversation around the table. Share stories of missteps, lessons learned, and real experiences that Gen Z can relate to.
📌 Brand example: A Better Way to Money
Northwestern Mutual’s podcast is a great example of relatability. In one episode, influencer Kat Stickler shares what she learned about money growing up. It’s informative, but it’s also deeply personal—something listeners can connect with.
Here’s a crucial insight: most Gen Z listeners don’t start on podcast apps. They discover shows through social media first.
That means your podcast strategy should be built for repurposing:
📌 Brand example: Makers Mindset
Nancy Twine, founder of Briogeo Hair Care, designed Makers Mindset as a content ecosystem. The show doesn’t just live on Spotify—it thrives across YouTube, Instagram, and Shorts, making it easy for Gen Z to discover in whichever channel they use most.
For CMOs and marketing leaders, here’s a quick recap of the playbook:
This isn’t about chasing trends—it’s about creating a sustainable content ecosystem that engages Gen Z where they already are.
If there’s one message to take away, it’s this: Gen Z doesn’t want brands to talk at them. They want brands to talk with them.
That means shifting away from megaphone-style campaigns and toward microphone-driven conversations. Podcasts, done right, create intimacy, trust, and loyalty in ways traditional marketing channels can’t replicate.
For CMOs, this is an opportunity—not a challenge. By investing in podcast strategies that prioritize authenticity, relatability, and multi-platform distribution, your brand can become part of Gen Z’s daily routine.
Because when you meet them on their terms—with content that feels real, valuable, and human—you don’t just gain listeners. You gain advocates.
👉 Ready to design a branded podcast strategy that resonates with Gen Z? Start by asking: what stories does our brand have that would genuinely matter to them? The answers to that question are where your strategy begins.
Launch your podcast with ease! Our expert team handles strategy, setup, branding, and growth, so you can focus on creating impactful content for your audience.
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