How to Get Empathetic Marketing Right

Empathetic marketing reached an intense crossroads in 2020, as the pandemic prompted many brands to respond to the collective grief — some with success, and many completely deaf. However, that doesn’t mean that brands need to shy away from channeling empathy in their marketing; Authenticity and genuine connection are more important than ever. To that end, the author recommends three branding strategies for building genuine customer connections: 1) keep one ear to the ground, 2) give customers choice, and 3) set the tone with visuals.

Empathy is the foundation of an effective marketing strategy. But it’s not always channeled tactfully. Almost immediately after the pandemic hit, marketers rode the wave of “unprecedented times,” using message after message in support of frontline workers and banding together. Two years later, however, this type of mass news rings hollow amid mounting collective grief. But that doesn’t mean that emotions and brand connections aren’t necessary – quite the opposite.

To be truly empathetic is to be real, and emotional marketing campaigns designed to capture cultural moments come across as disingenuous at best and manipulative at worst. Authentic empathy creates authentic connections between brands and customers.

Nike and Ikea excelled at the start of the pandemic with particularly strong storytelling ads. But many other brands — fashion companies offering new clothes for fancier “staycations,” or Loon offering 20% ​​off vape purchases with a “Staysafe” promo code, to name just two — clumsily tried to banging their way into the deal “we’re in this together” conversation with little to no success.

To that end, these three strategies can help you personalize your messages, evoke genuine compassion, and build strong customer relationships:

1. Keep one ear to the ground.

If you’ve learned anything over the past few years, it’s that a lot can change in a short space of time. With that in mind, you need to keep your customer’s wants, needs, and pain points in mind at all times. Otherwise, you seem completely out of touch.

How you get customers to collect this information depends on a variety of factors, including your specific industry and whether you’re in the B2B or B2C space. However, be careful to balance so-called “anecdata” (ie, evidence based on stated personal preferences as opposed to real-world behavioral data) with data indeed decisions that people make.

Sometimes people’s true preferences differ from their stated preferences because people tend to answer questions based on idealized versions of themselves. Because of this, someone could claim to be an avid NPR listener (stated preference) when they actually jam to Britney Spears on their morning commute (stated preference).

For example, if you’re a pure e-commerce business, you can use focus groups and ask users to take surveys, but you should also monitor actual website user behavior and compare the results. Also, consider adding interactivity to learn more about your customers’ browsing and purchasing habits. Being able to truly understand another’s perspective is the foundation of empathic marketing. Seeing the world from the user’s perspective puts the customer at the center of your strategy and execution.

2. Give your customers a choice.

Holiday campaigns are a valuable way to spread the word about your brand and highlight its personality. Unfortunately, for some people, holidays like Mother’s Day and Father’s Day can be painful reminders of lost or estranged loved ones. That’s why marketing teams for brands from Pandora to the Democratic National Committee have recently been experimenting with “opt-out” emails for major holidays. For example, consider this message from Etsy:

“We understand that Mother’s Day can be a difficult time for some. If you’d rather not receive emails from us on Mother’s Day this year, let us know by unsubscribing below. We’ll continue to update you on unique finds that we think you’ll love, just without the Mother’s Day messages.”

Although some might argue that offering an opt-out option is possible more I firmly believe that giving customers choice in how they interact with you is the ultimate act of empathic marketing. Plus, marketing technology has advanced so much that it’s easy to segment your audiences to send or withhold specific messages.

While this was the first year that luggage brand Away offered an opt-out option for Mother’s and Father’s Day emails, it won’t be the last. According to company officials, more than 4,000 Away email subscribers have unsubscribed from the holiday emails, and another 250 have sent the company messages thanking them for their consideration. Expect other brands to follow.

3. Set the tone with visuals.

The last thing you want is for your audiences to perceive your empathetic messaging as superficial or fake. To minimize the possibility of your message appearing superficial, use visual design to set the tone. And whatever you do, make sure it’s consistent with the brand you’re creating.

A wonderful example of visually authentic design is the service company Ernst & Young. The theme is relatively bland, but if you visit the site you’ll see photos of diversity, nature and aspirations – all of which fit well with the brand’s empathetic tagline: “Building a better working world”.

Also ask yourself: Can you rethink your design to be more accommodating and tactful? According to The Vision Council, three quarters of people use some form of vision correction. An accommodating design approach that isn’t cluttered and eyestrain can position your company as empathetic and collaborative.

Again, authenticity is key. Stay away from footage that promotes toxic positivity (which comes across as insensitive) and definitely avoid Hallmark-like stock footage. Make sure your brand’s look and feel takes into account the diverse experiences people might have: the good, the bad, and the ugly.

The ability to understand the perspectives of others has always been paramount in marketing, and that’s especially true in those moments when it feels like we’re all being swallowed up by collective grief. However, to get empathic marketing right, it needs to be personalized and genuine. There’s no way to fake it until you make it, so get to work.