How brands are using empathy to enhance marketing

Posted on August 11, 2017
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What makes customers buy into a brand? 

In the past, we might have said heritage or prestige, and perhaps more recently, instant gratification or entertainment. Now, ‘empathy’ seems to be the buzzword of the moment, with many brands aiming to create meaningful content that truly resonates with consumers.

So, what does empathy in marketing look like? And what makes it so effective? Here’s an explanation along with a few interesting examples.

What exactly is empathy?

While authenticity and honesty is also important in marketing, a key differentiation is that these characteristics are owned by the brand.

In contrast to being something – empathy is something that is offered.

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