How to avoid ‘fake empathy’ by using creativity to solve your customer’s problems
How do you achieve true empathy without rubbing customers the wrong way? Here, Coles CMO Lisa Ronson, Wellcom Worldwide’s Bud Peart, and Adobe’s Michael Stoddart explain what empathetic marketing means, how to achieve it, and how to avoid the dreaded curse of ‘fake empathy’.
Last year, McKinsey discovered that 57% of consumers have tried a new shopping behaviour since COVID-19 started, and of that number, 83% intended to continue with that new behaviour. The researchers found that 26% had tried a new retailer or a store or website, of which 90% intended to continue.
“Marketers have embraced this uncertainty,” said Michael Stoddart, director, strategic business development at Adobe, during last week’s webinar, How creativity can unlock empathetic marketing and help brands stand out. “They leveraged the chaos factor of last year into their processes to pivot their direction as circumstances changed. Despite the uncertainty of last year, creatives told us they’re looking to turn 2021 into an opportunity to thrive.”
Coles CMO Lisa Ronson, who was also on the panel, explained how she responded to the challenges of 2020 with a mixture of creativity, innovation, and empathy. “For me, creativity and innovation are intrinsically linked; they feed each other,” she said. “When we’re talking about empathy, it was really about understanding on a day by day, or even sometimes hourly by hourly basis, how our customers were feeling.
Adobe creates game-changing innovations to fuel inspiring and transformative digital experiences. Every great experience starts with creativity.
