Dig into the ethical complexities, “slings, and arrows” of contemporary podcasting: Discover how your brand can stand firm on its values while effectively engaging with a dynamic social climate and diverse audiences.
Is now a good time for brands to show their colours (note Canadian spelling) with an outspoken podcast?
It can feel vulnerable to show up publicly in a politically uncertain time, but the reality is – it’s what consumers expect. The corporate world has come a long way since 1970 when Milton Friedman blithely proclaimed, “A business cannot have responsibilities.” As Alison Taylor, Executive Director of Ethical Systems at the NYU Stern School of Business puts it, “we’ve lost faith in that old story.” The global economic turbulence of 2025 could mean consumers are increasingly driven by things like price, transparency, durability, and accountability. These are the specific values that matter to them right now. For instance, Euromonitor International reports European consumers are making more “strategic, intentional purchases,” and looking for “clearer, honest, and more relatable messaging” and a “transparent ethical framework.”
So what does a “transparent ethical framework” have to do with sales, you might ask?
For starters, it helps consumers move through their decision-making tree. Put simply, they want to know who they’re buying from, and what their purchase is ultimately in support of. To this end, some brands have been practicing a kind of radical transparency for several years now. Ryan Air, for example, with its witty callouts on Twitter/X, demonstrated a kind of “comedic corporate trolling” approach that has been virally successful. However, the limitations of short-form social media content ( X, TikTok, etc ) can make it hard for brands to explain where they stand. It also makes it difficult to understand who they support, and what exactly they have to offer, with adequate context. This can lead to knee-jerk misunderstandings.
Luckily, podcasting – a medium rooted in long-form, deep-dive conversations and immersive sound design – offers a more nuanced and impactful way to get your brand’s true spirit across to an audience.
The diverse arena of engaging and branded podcasts
For those in the know, podcasting is an incredibly diverse arena filled with values-driven offerings. For every blow-hard’s uninformed opinion, there’s The Sound Bath’s heartfelt wellness conversations, Island Crime’s meticulously researched true-crime narratives, Disruptors’ big-picture economic analysis, Democracy Decoded’s defense of democratic principles, Half Betty’s sensitive exploration of what it means to be female and over 50, or Nice Genes’ educational science deep-dives. In short – there’s a vast range of smart, engaging podcasts – many of which are backed by brands, who, in turn, get to enjoy the “halo effect” of sponsoring conversations that people actually care about.
Recently, the global podcast audience has ballooned to 584.1 million. By 2025, podcast ad spending is projected to smash the $4.46 billion mark. This engagement is precisely why many brands are running towards the podcasting world, seeing the potential to connect with people and markets through storytelling. For better or for worse – podcasting offers something for every niche, every hobbyist, every product, every baffling politician, every guy who couldn’t get a date to the prom, and every geek-lord with an unholy passion for D&D, showcasing – let’s just call it – “commendable diversity.”
A double-edged sword for brand safety
This landscape of seemingly unlimited diversity of opinion presents a double-edged sword for brand safety. “Accessible” and “authentic” are two words often used to describe podcasting. Ultimately, this just means there are no time limits—and anyone can do it. Literally, anyone. Even your grandmother can make a basic podcast with relative ease, though you’d better hope she keeps it clean.
So then how do brands navigate the swirling currents of online sentiment found in podcasting? Especially if your brand is newer to storytelling, the clamorous and vibrant podcast space might seem like treacherous waters. How do you ensure your content not only resonates and stands out, but also remains brand-safe in an era where a single ethical misstep — like the recent gaffe by the Toronto Police Department — can cause a media storm?
The answer is simple: Podcast strategy
Brands looking to make an impact with their podcast need more than just a microphone. They also need a nuanced strategy that speaks directly to their audience, ideally one that is crafted by trained storytellers and journalists who know how to weave compelling, brand-relevant (and brand safe) narratives within stringent, and transparent ethical journalistic standards.
This unprecedented moment in history—with its “slings and arrows” in the form of shifting political sands, rampant disinformation campaigns, earthquakes, and economic tremors—calls for a vigilant approach to content creation. Brands, who are held to account by their audiences, need to be on their toes. This includes things like fact-checking and navigating complex legal landscapes like IP rights and wobbly trade tariffs.
But this does NOT mean they should be silent
The fear of putting a toe wrong in this type of rapidly evolving climate can lead to an unfortunate “chilling effect” phenomenon of brand self-censorship, an overly cautious stance that hides who you are and what your brand truly believes. And that is never good for business. Instead – now more than ever – brands need to step boldly into the fray – their facts checked, their intentions clear, their offerings and their values (and those of their employees) firmly on display in the conversations they choose to support and engage with.
When consumers are confused – and unsure what information to trust – transparency and communication are key. Done right, podcasting is a game-changer for brands. It turns every syllable into a resonant connection that builds trust and taps directly into the listener’s emotions. But get it wrong, and it’s like stepping into quicksand.
Tips for Navigating Your Podcast Through Today’s Ethical Quagmires
- Set Ethical Boundaries: Proactively define what’s in and what’s out in terms of subjects your brand is prepared to speak to. Understand your values to steer clear of potential pitfalls.
- Engage the right experts: Partner with seasoned storytelling pros who bring a rigorous journalistic approach to the table, along with great storytelling chops. Listen to them.
- Keep Your Ear to the Ground: Regularly review your show’s analytics and adapt your content to align with both brand values and listener expectations. Ensure you and/or your podcasting partner can monitor reaction to your podcast – and be prepared to shut down any abusive discourse.
- Honour your Audience: Don’t talk down to them, shelter them, or serve them up lazy, AI-reliant journalism. They deserve nuanced conversations. They deserve peer-reviewed science. They deserve jokes that punch up, not down. They deserve validated information and real talk.
What it all sinks down to, is this
Podcasting isn’t just another marketing channel. It’s a way to seize the narrative head-on by breathing life into your brand’s story. It’s also about making every interaction with your audience an opportunity for a deeper human connection. It’s a chance to measure the time people spend engaging exclusively with your brand in hours – not minutes. So, take a deep breath, get strategic, and get ready to dive in. Let your brand’s voice be heard — loud, clear, and true.
Reach out if you want to learn more about the ROI of branded podcasting, or if you want to chat.
Jen Moss is the Co-Founder and and Chief Creative Officer of JAR Audio. As JAR’s podcast “doula”, collaborating with enterprise brands to bring great podcasts into the world. With a background spanning CBC Radio, Canada’s National Film Board Digital Studio, Vancouver’s Roundhouse Radio and the University of British Columbia, she guides the creation of captivating podcasts at JAR.
