Author: Annette Malave, SVP/Insights, RAB
Today’s news headlines reflect consumers’ economic outlook – uncertain. A quick internet search on Americans’ financial outlook reveals a flood of polls and surveys that highlight widespread concern about the economy and personal financial futures.
A recent CBS News/YouGov survey uncovered that 67% of adults believe that prices will increase and 61% describe the economy as “uncertain.” Perhaps this is why Americans spend four hours daily, on average, thinking about money. According to an Empower 2025 study, Gen Z and millennials think about money nearly five hours daily. Gen X and boomers are slightly below that.
Americans are feeling more stressed – 53% agree. This growing anxiety isn’t passive—Americans are taking steps to regain control of their financial security. Thirty-five percent of adults are working to improve their financial situation, 20% have paid off debt and 19% have created a successful budget or spending plan. But they are doing more than just this, they are learning and researching topics ranging from inflation (49%), to budgeting (35%) and saving (35%), per Empower.
When consumers are looking for help and/or guidance with their finances, other than friends and family, they will turn to financial planners and advisers, according to a Gallup poll. Companies that provide these services will need a high reach medium to connect with those seeking help. As consumers across all age groups seek guidance, financial service providers must find effective ways to reach them. That’s where radio comes in. Radio boasts impressive reach among adults who have used a financial planner this past year. Radio reaches 88% of all adults, 85% of Black adults and 87% of Hispanics who have used the services of a financial planner, per Scarborough data.
With only 62% of radio listeners feeling financially secure, the opportunity for financial service businesses to connect and provide assistance. MRI-Simmons data also uncovers radio listeners’ pain points when it comes to financial planning. Fifty-six percent of adults feel that financial planning is complicated and, when it comes to the future, only 37% of radio listeners feel that they will be better financially over the next 12 months. Financial service businesses can take the opportunity to zero in on the relief they can offer by providing guidance on how radio listeners can experience greater financial confidence by engaging in their services.
There’s also an advantage to these service businesses connecting with radio listeners. Radio listeners are also influencers. Five in 10 radio listeners will recommend a financial service they like to others. Additionally, these businesses should promote the value of their service and the return that a potential client can receive. Sixty-five percent of radio listeners will shop for the best deal when choosing financial services.
Security and confidence—these are the cornerstones of what Americans seek in their financial lives. Financial service providers have a unique opportunity to deliver both, and radio offers the trusted platform to make that connection. As a trusted messaging platform for consumers, broadcast radio can generate interest among those in need of the service while also generating revenue growth for these businesses.