Humans have always been known to be highly visual creatures; in fact, 80% of the information we consume is via sight. In a world of Instagram feeds, metaverse excursions, and TikTok clips, there is certainly enough content to feed our hungry pupils. But the sense of sound (which is the runner-up for most information processing) is receiving more attention as brands look to stand out from the marketing crowd. After all, our sense of hearing begins in the womb, and according to neuroscientist Seth Horowitz, “You hear anywhere from 20 to 100 times faster than you see, so that everything that you perceive with your ears is coloring every other perception you have, and every conscious thought you have," so clearly this sense is not to be underestimated. In the pop-culture realm, Kate Bush’s “Running Up That Hill” tie-in with Netflix’s Stranger Things series made the singer $2.3 million since the Season 4 episodes aired, so clearly consumers are eager for anything making their eardrums dance in joyful unison. The huge success of ASMR content is one such example, with 77% of users flocking to the beauty category. While the initial hype around Clubhouse has lowered in volume, other audio pursuits are still proving fruitful endeavors for brands and entrepreneurs. Some are even coining audio as the “gateway into the metaverse.”The likes of Spotify and even our own BeautyMatter podcast have been some ways of transmitting information auditorily, and brands such as Lush and Inara have been further harnessing its potential.