Brands must pay more attention to demonstrating empathy now

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 08, 2021, 5:16 PM GMT+0

Lonely and disconnected consumers, brands need to showcase empathy to build strong bonds with customers.

A recent Genesys study found two in five people reported feeling less connected to others because of the pandemic. Additionally, a McKinsey study found that 73% of consumers had changed their brand preferences and shopping habits in response to current events. As a result, brands need to find new ways to connect with their target audience, strengthen customer relationships and boost brand loyalty.

Brands should understand that inclusivity is an essential element of empathy. To demonstrate empathy, experiential brands should celebrate diverse consumer experiences. Whether the experience is virtual or in-person, brands should consider gender identities, sexualities, ethnicities, religious backgrounds and other demographics.

Marketers should avoid making assumptions about consumer needs. Instead, find ways to reach out to prospects to understand consumer desires better. Holding focus groups can help brands better listen to their target audiences, develop greater empathy and understand them appropriately. Further, embracing hybrid events can help brands form connections with both digital and in-person consumers.

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