How PR and marketing can reach audiences that are working from home

Work has changed dramatically for millions of workers, with large numbers of former commuters now strolling into dens and living rooms instead of trekking into offices.

It’s a huge change in American life, and the ramifications are continuing to play out in real time. Whether you call it “The Great Resignation” or “The Big Quit,” workers are reevaluating their relationships with work. And for marketers, the shift has created new challenges—and opportunities.

While your audience might not be listening to the radio on the way to work, there are other ways to engage these telecommuters. But how?

Troy Dye, senior vice president for growth at Metromile, has been trying to specifically target this emerging demographic for his company, a pay-per-mile auto insurance company. As a regional player competing against giants like Allstate, Geico and State Farm, Metromile has found its lucky break amid the pandemic and reduced driving as workers logged in from home.

The company, which operates in eight states and has about 100,000 policies, is facing a brand awareness challenge. “There’s kind of a flood wall that you’re working against trying to get a message out over time,” says Dye.