Hello Cultivators,
Just flew back from Puerto Rico and finished reading The Human Consumer report from AudioCon 2025 and I know reports like this are written for agencies and brand strategists but that’s exactly why I share them with you.
Creators deserve to understand the data that drives brand partnerships. When you know how agencies think, you can pitch smarter, negotiate better, and align your content with what decision-makers are actually looking for. This is how you build a platform.
In my opinion this isn’t about reading research…it’s more about reading the room.
(by the way, this is not sponsored by iHeartMedia, this is just me sharing my thoughts but I am a big fan of their insights)
Let me break it down…
If you’ve ever wondered why engagement feels unpredictable lately, or why people scroll past your best posts, this report explains it. Understanding the takeaways I am sharing and taking action may help you create content that really helps you deliver value to your audience.
Now, I know most of you aren’t out here reading 37-page white papers between uploads or client calls. You’re busy creating. So I am reading it and breaking it down to show you the value of knowing what’s shifting beneath the surface of the creator economy.
AudioCon 2025 explored The Human Consumer in the Age of AI and Algorithms diving into how technology is reshaping the way people think, feel, and connect with content.
The conference brought together leaders from marketing, media, and creative industries to examine one big question: What does it mean to stay human in a world run by data?
For creators, the message was clear… trust, authenticity, and emotional connection are now the most valuable forms of currency. Understanding these themes helps you see what drives brands and agencies to collaborate with creators who lead with heart, not just metrics.
So here’s what stood out most to me and how it impacts you as a creator building their media platform with intention.
People Are Over The Algorithm
“70% of consumers feel they’ve lost control of what shows up in their feed.”
92% of peopleuse social media. Most say it makes them feel worse, not better.
Two-thirds admit they still fall for clickbait… even though they hate it.
Audiences know they’re being manipulated by algorithms, and they’re tired of it.
For you:
Post for people, not platforms, be yourself.
Talk to your audience like friends, not followers.
Build spaces you control… your newsletter, podcast, or Discord.
Human Connection Is the New Currency
“Empathy, laughter, and warmth can’t be coded.”
The data proves what we’ve always felt:
9 in 10 people say trust can’t be replicated by AI.
95% say it feels good to know someone cares.
83% say connecting with people eases their anxiety.
People don’t want more content.
They want genuine connection.
For you:
Go live. Host Q&As. Reply to DMs personally.
Be real about your wins and your worries.
Let your compassion be your content strategy.
Authenticity Beats Automation
“90% of people want to know their media was created by a real person.”
AI is everywhere and most of us use it daily. But people still want to feel your fingerprints on what you create.
AI can make things faster. You make them meaningful.
For you:
Use AI as a tool, not a replacement. I call this Human Led AI.
Share behind-the-scenes moments that show you’re human.
Your typos, tone, and voice are part of your brand. Embrace that.
Everyone’s Exhausted — Keep It Simple
“42% of Americans sometimes wish they still had a dumbphone.”
That says everything. People are overwhelmed by screens, notifications, and nonstop digital noise.
For you:
Say less, mean more.
Be the calm, not the chaos.
Write posts people can finish in one breath.
Culture Is Fragmented — Be a Bridge
We’re living in what the report calls a 55/45 world.
No matter the topi… politics, pop culture, or protest, people are divided almost evenly.
“Algorithms feed confirmation bias. Real creators can counter it.”
For you:
Tell stories that promote how human we are.
Celebrate shared experiences… music, memories, culture.
Use your platform to remind people that we are all we got.
Trust Is the Strategy
“Treat trust as a strategic imperative.”
That line from the report says it all.
Forget trends. Forget hacks. The next wave of growth comes from trust.
For you:
Lead with honesty even when it’s hard
Be ethical and honest about your partnerships.
Show up consistently… and with intention to truly connect.
Trust is slow to earn and easy to lose but it’s the one thing algorithms can’t fake.
The Future Belongs to the Human Creator
We’re entering a new season where being human is your competitive edge.
AI might write faster, but it can’t feel joy. It can’t miss someone.
It can’t heal through words. Everything AI creates needs YOU!
And those are the things that make your audience come back.
So yes, I read The Human Consumer so you didn’t have to…
but if you care about your impact and your income — you probably should.
Because the truth is, this isn’t a report about marketing.
It’s a mirror showing us what people still want most:
connection, compassion, and someone real behind the screen.
Let’s keep growing,
George
If this resonated, forward it to a friend or post it to your favorite platform.
The next wave of creators will be the ones who stay human — even as the world gets smarter.
Subscribe to Siembra Connect for insights like this every week — stories, studies, and strategies for creators who lead with heart.