Secondary Channels: Radio, Podcasts, and Cinema

Though digital channels dominate, radio and cinema still offer avenues for targeted engagement. Podcasts, in particular, have grown in popularity among NEOs, who value their deep, narrative-driven content. Brands that invest in podcast sponsorships or even create branded podcasts can establish thought leadership and credibility. This requires careful selection of topics and collaboration with podcast hosts to ensure relevance and authenticity.

Cinema offers an experiential opportunity. NEOs are not drawn to mainstream advertising-heavy blockbusters; instead, they are interested in films and documentaries that align with their social and cultural interests. Strategic partnerships with niche film festivals, art-house theaters, or even sponsorship of film screenings centered on themes of innovation, sustainability, or social change can yield significant engagement.