American consumers want brands to practice empathy

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 27, 2021, 11:41 AM UTC

According to a recent survey of 2,000 Americans aged 16 to 76 conducted by Method Communications, 50% of customers want brands to back up their claims with action.

Americans feel empathy is plummeting and they blame news, social media, politicians, and others for its decline. While nearly 25% of Americans believe empathy "doesn't matter", 73% believe it would be beneficial for society if people were more empathetic.  

42% feel empathy has decreased in the last year, and 81% are concerned about this trend. A quarter of Americans fault huge corporations for society's lack of empathy, claiming they have too much power. When it comes to taking a stance, 37% expect brands to take a stance on public issues, and 26% believe brands should take a stance if it directly relates to them or their consumers.

Technology companies have also come under scrutiny, with 47% of respondents claiming that tech companies have no empathy for the common consumer. Americans want companies to demonstrate empathy by paying higher wages (43%), hiring a diverse workforce (40%), and being more accommodating (37%). 92% of consumers would like to see brands practice empathy.

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