If you’re a brand marketer still thinking Gen Z only wants TikToks and memes, it’s time to update 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 continues to climb. And on average, they’re listening to or watching 7.7 hours of podcast content per week. 

This generation doesn’t just consume content—they curate it, engage with it, and most importantly, expect it to reflect their values and lived experiences. 

So, what exactly makes a podcast resonate with this emerging demographic? And how can brands connect with them through audio?

Let’s break it down.

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Who is Gen Z?

First, who is Generation Z? 

Gen Z is typically defined as anyone born between 1997 and 2012, putting them roughly between the ages of 13 and 28. 

They’ve grown up with the internet, smartphones, streaming, and social media in their back pockets. They’re the most digitally fluent generation, and they’re changing how content gets created, shared, and consumed.

For Gen Z, authenticity isn’t optional—it’s expected. They gravitate toward creators and brands that feel real, values-driven, and culturally aware. And because they grew up with constant choice, attention is currency. For example, Abercrombie & Fitch’s VP of Marketing, Megan Bophy, shared that Gen Z is very direct, and with that, “They’re very transparent. They want realness. They want authenticity.” 

You don’t just get it, you have to earn it.

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Why podcasts work for Gen Z

So why, in a sea of short-form video, are Gen Zs investing time in long-form audio?

Because podcasts give them what social media often can’t: deeper context, longer stories, and real human connection. In fact, 64% of monthly Gen Z podcast listeners said they’re very interested in hearing podcasts about real-life stories, with 30% being somewhat interested. 

Other reasons podcasts are a medium for Gen Zers from the Podcast Listener Report:

• Topics of interest: 84% of Gen Z listeners tune into podcasts to dig deeper into topics they’re interested in.
• Unique perspectives: 74% of Gen Z are looking to hear unique perspectives on topics not covered in other media. 
• Latest topics: 66% tune into podcasts to stay up to date with the latest topics across a wide array of industries.  
• Social issues: 61% of Gen Z listeners tune in to keep up to date with important social issues. 

Additionally, podcasts are multitasking-friendly and can be the go-to while commuting, walking, cleaning, or even scrolling. 

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Gen Z & branded podcasts: Are they listening?

Short answer? Yes—but only if the podcast earns their trust.

According to Quill’s Podcast Marketing Trust Index Report, 50% of Gen Z respondents stated that they’ve changed their opinion on a topic or brand after hearing it discussed in a podcast.  Additionally, 49% of Gen Z respondents shared that a host’s endorsement influences their trust in a product or service. 

But really, at the end of the day, branded podcasts and Gen Z listeners come down to trust. Here’s what we found will make a Gen Z audience trust a podcast by a brand: 

• Transparency or clear disclosure of sponsorship (54% of Gen Z listeners) 
• Expert guests or diversity in perspectives (52% of Gen Z listeners) 
• Consistently like regular episode releases and a reliable format (40% of Gen Z listeners) 
• Community engagement or listener reviews (37% of Gen Z listeners) 

So, what doesn’t work? Overt promotion and brand-speak. 

Gen Z isn’t anti-brand—they’re anti-B.S. If your podcast puts the creation of valuable, engaging content before marketing objectives, Gen Z listeners will reward you with loyalty and attention. 

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How to reach Gen Z through podcasts

Here’s how smart brands are breaking through the noise and winning over the ears of Gen Zers:

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1. Prioritize authenticity 

You don’t need an overly polished podcast to make an impact—you need a strong point of view and authentic storytelling. Gen Z would rather hear a bold, unique conversation than an overscripted episode. Let your host’s personality shine, and don’t be afraid to show your brand’s values and mission.

Brand example: Dear Headspace

Dear Headspace is a podcast by the popular meditation app, Headspace. The show features experienced meditation teachers who share valuable insights into the benefits of mindfulness while answering questions submitted by listeners. It aims to form a strong listener community, provide actionable and engaging insights, and showcase what Headspace stands for. 

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2. Distribute like a creator

Your show doesn’t live in a vacuum. So why only distribute it to podcast listening apps with a few audiograms to share across your social channels? We can tell you right now that podcast marketing strategy isn’t going to drive listenership, especially among a Gen Z audience. 

Share your episodes like a content creator would, think about:

• Posting short, hook-driven video clips to Instagram Reels and TikTok.
• Use Instagram Notes and Stories to tease topics.
• Ask for input with polls or Q&A stickers before recording episodes.
• Share behind-the-scenes content to give listeners an insider view. 

Add personality and creativity to the way you promote your podcast. It doesn’t need to be cookie-cutter and dry; grab attention and have fun with it! 

Brand example: Girlboss Radio

Girlboss Radio, hosted by Avery Francis, shares attention-grabbing, thought-provoking content about podcast episodes, guests, or related topics across their social media channels. They leverage trends, highlight short-form content, and tap into guests that resonate with Gen Z audiences. 

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3. Keep it relatable

Gen Z doesn’t want to hear a 40-minute monologue on brand values. They want stories that reflect their own experiences—struggles, missteps, and all. So give that to them.

Your show shouldn’t feel like it’s trying to teach from a pedestal—it should feel like pulling up a chair to a conversation they’d want to be part of. This generation values honesty over polish and vulnerability over perfection. 

Sharing behind-the-scenes decisions, missteps in the business, or what didn’t work before something did will always go further than a scripted success story. Think of your podcast as a mirror, not a billboard.

Brand example: A Better Way to Money

Northwestern Mutual’s podcast, A Better Way to Money, is a great example of being informative while relating to the listener. Even their second episode features the popular influencer, Kat Stickler, where she talks about learning about money as she was growing up. 

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4. Design a show that’s built for multi-platform discovery

Your podcast isn’t meant to strictly live on listening apps. 

So from day one, plan for your podcast to live across multiple channels. That means designing your content to be easily repurposed for social clips, carousels, YouTube Shorts, and newsletters. Gen Z often finds a show because they saw it first on social, not the other way around.

Edison Research found that 25% of Gen Z listeners discover new podcasts because they saw them on social media, and 19% learn about new shows from a social media influencer they follow. 

Brand example: Makers Mindset

Hosted by Nancy Twine, founder of Briogeo Hair Care, Makers Mindset has turned into a content ecosystem. The podcast not only lives on listening apps but can also be found through clips on social media, full-length episodes on YouTube, and YouTube Shorts. 

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Gen Z isn’t hard to reach—they just have standards

If there’s one thing Gen Z has made clear, it’s this: they won’t settle for content that talks at them. They want content that speaks to them.

For brand marketers, this means shifting away from the megaphone and toward the microphone—building conversations, not campaigns. They notice when content is genuine and when it puts people first.

So if your brand can bring something meaningful to the mic—whether that’s a new perspective, a vulnerable story, or a much-needed laugh—you’re creating a relationship that extends beyond your podcast.

Want more insights on how to build a branded podcast that resonates across generations? Subscribe to The Branded Podcaster—Quill’s bi-weekly newsletter for smart marketers who care about audio that makes an impact.