The news: Nearly half (44%) of US consumers feel ignored by media and advertising, according to a report from iHeartMedia and Pushkin Industries.

What’s more, the desire for representation is strong: 75% of consumers will pay more for brands that share their values, while 72% don’t want to buy from brands that ignore them.

The marketer-consumer rift: IHeartMedia’s report emphasized significant differences in the priorities and lifestyles of marketers and the consumers they’re trying to reach, which could explain why consumers feel underrepresented.