Why empathy?
Better experiences for people. Better results for business.
Empathy is…
Empathy is our ability to feel, understand, and respond to the needs of others.
We believe…
Our world needs more empathy and that organizations can play an important role in bringing more empathy to the world.
We know…
Organizations that value empathy form stronger, longer-lasting connections.
So, why empathy & marketing?
When you activate empathy in your marketing and communications, you create deeper connections with the people you serve—customers, employees, partners, donors, community members... After 8+ years of systematically bringing more empathy to marketing we’ve seen that empathy builds trust, creates mutual understanding, minimizes false assumptions, supports clearer decision-making, strengthens connections, and ultimately inspires the actions that lead to better outcomes.
Empathy creates better experiences for people and better results for business.
Empathetic Marketing Process
Empathy in marketing doesn’t just happen. It requires leaders to get intentional and even systematic about it. That’s where the Empathetic Marketing Process comes in:
Curiosity: We invite many voices to the table — both internal and external to your organization. We ask questions that help us understand the goals, needs, and values of your business and of the people you wish to serve.
Clarity: We look for alignment and differences between the many perspectives we gather. This helps to sharpen our focus so we can make decisions from a place of clear understanding.
Connection: We use everything we learn to design experiences and craft stories that form meaningful connections at every touchpoint with your brand, product, or campaign.
This process is informed by the empathy triad developed by psychologists Daniel Goleman and Paul Ekman which includes emotional empathy, cognitive empathy, and action-based, or compassionate empathy.
Are you ready to bring more empathy to your business?