Shoppers don't want "noise" — They want real connection

This weekend, my daughter, a millennial, attended a friend's wedding. The highlight of the reception was not the Instagram frame-and-hashtag station but the little disposable Polaroid cameras on each table and the ensuing picture wall of the "Polaroids." My son, the Gen Z "tech geek" and his friends have discovered vinyl records and turntables.

Then I read this Marketing Insider article from Brad Godwin, and it got me thinking.

We're living through constant shifts in how people consume media, shop and choose which brands they trust. The article "Your shoppers don't want content — they want connection" highlights a critical truth: consumers are tired of generic content overload. What they crave now is authenticity, relevance and a sense of real connection.

As media sellers — especially in radio + digital — this is a massive opportunity. Because the platforms we sell aren't just noise machines: They're connection machines. That's what we should be telling our clients. And what we need to be doing as sales pros.

Here are some conversation starters:

Today's consumers are overwhelmed — they don't want more content, they want connection: The digital space is saturated. Emails, social media posts, banner ads — they blur together. What breaks through is relevance. Messaging that feels personal, timely and authentic. That's where radio + digital shine. You don't need more stuff. You need meaningful touchpoints: Instead of throwing every tactic at the wall, lean on a few channels that deliver presence and recall. A thoughtful radio schedule paired with targeted digital ads can create a sense of familiarity and trust — without bombarding people.

Build familiarity, trust and memory — not just awareness: Connection is more than getting someone's eyeballs or ears for a few seconds. It's about repeating presence over time, so your brand starts to feel like a familiar voice, a trusted source, a brand that "gets me."

Stand out with authenticity — not gimmicks: Consumers see through flashy, surface-level content. What resonates is sincerity. Real messages. Real value. Real voice. That's what we deliver when we treat media buys as brand building — not just quick hits.

We're not just selling ad space — we're selling connection: Our clients need to hear this. Because when marketing feels transactional to them, it shows. But when you frame it as building relationships with their future customers — as helping them earn attention and trust — it transforms the conversation into a strategic investment.

As we try to navigate our clients through these chaotic times, here are five suggestions:

Lead with insight — not inventory. When you can speak to changing consumer behaviors (connection over content), you establish authority. Don't just open with rate cards. Open with what consumers are telling us. Present radio + digital as a path to connection, not just reach.

Simplify the path. Avoid overloading clients with a long laundry list of tactics. Present a clean, clear strategic combo: broad-reach radio for presence + targeted digital for precision. Easy to understand. Easy to act on. Be consultative. Ask questions like: "What kind of relationship do you want with your customers?" "How do you want them to feel about your brand?" Then tailor your media plan to meet that—not just check boxes.

Show confidence in your medium's power. When you believe radio and digital deliver more than noise — when you convey that they deliver connection, clients believe it too. Your confidence becomes persuasive.

Lead with long-term vision, not short-term impatience. Building a connection takes time. It's not a one-and-done sale. It's consistent presence, repetition and authenticity. That's a message worth investing in.

The world is awash in content. But what people want — now more than ever — is connection.

As integrated, multi-platform media sellers, we're perfectly positioned to deliver that. When we frame our services not as "ads" but as "touchpoints," not as "spots" but as "conversations," we stop being noise — and become a powerful, trusted partner for clients.

Let's use this insight to shift the conversation. Not "How many impressions can we buy?" — but "How do we build connection, trust and long-term loyalty?"

Because then we're not just selling ad space. We're helping brands win over hearts AND ears—and that's a much stronger pitch.

Think Big, Make Big Things Happen!

Jeff Schmidt is the SVP of Professional Development. You can reach him at Jeff.Schmidt@rab.com. You can all so connect with him on X and LinkedIn.