Recently, the subject of empathy has been on my mind. As brands and retailers work to establish long-lasting connections with consumers and shoppers, empathy seems to be falling by the wayside. While that might sound like a harsh blanket statement, the fact is that, lately, businesses favor innovation and chasing trends more so than creating meaningful pieces of content that spark an emotional connection.
Think back to P&G’s powerful "Thank You, Mom” or Dove’s “Real Beauty” ad campaign. Why were these so successful? Because both of these campaigns were compelling and influential pieces of storytelling. To this day, they spark an immediate emotional response. As marketers, we spend so much time talking about the power of the human connection, yet even the way we talk about it seems to be devoid of basic human language---for example, “targets, users, and consumers.”