Why is empathy so important right now to consumers? The pandemic was absolutely dreadful BUT… it did drive some good shifts and this was definitely one of them. People want to feel some sort of connection with the brands that they decide to support. Now more so than ever. According to Harvard Business Review, “25% of people are healthy first, 16% planet first, and 15% are now society first.” This means that consumers are now trying to choose healthier products, minimize their impact on the environment (thankfully/finally) and want to purchase from brands that they feel are transparent and trustworthy. These new shifts are especially true for the younger generations as well. So, what does this mean for advertisers and marketers? First and foremost, agencies will have to change the way that they do things so that their strategies are focused on a customer driven marketing strategy. Discovering new ways to understand their consumers motivations and needs is key. Brands can use customer feedback and take actions based on the results and do research to see what their audience likes and doesn’t like with other brands. This will take a little digging but the payoff is worth it. A CMIresearch study found that, “the top -performing marketers focus 88% of their marketing programs on prioritizing their audiences’ informational needs.” Next, brands need to be transparent and focus on the value of their content. Less is more and keeping it simple will assist the brand in creating trust between them and their consumers. Be conversational with your content. No one wants to feel like their being talked down to or have information shoved down their throat. Lastly, DEI is at the forefront of societal needs today. Diversity, equality and inclusion. Just in case you weren’t sure what the acronym stood for. Make sure that your marketing strategy is focused on everyone! Be the brand that says, “you can all sit with us!” Personally, we believe that this is why user generated content marketing has exploded in the past few years and it’s here to stay. Nothing says I can trust you like a real person, who’s not a paid actor. People trust “real” people. This type of content advertising creates an empathetic connection as well. It’s easier to feel a connection with videos that were created without any advertisement in mind. Just organic emotions from every day people like you and I.
