Most of us think of empathy as a personal quality. According to Wellcoaches, a company that trains health and wellness coaches for individuals and corporations, empathy is a critical success factor in helping clients make lifestyle changes to achieve their wellness goals.
As a coach and a marketer, I couldn’t agree more. So, what does a brand have to be to exude empathy? Empathic brands, by their very nature, create a personal connection with the consumer. Brands marketeted to women are, first and foremost, created through women’s individual experiences with the brand. It matters greatly that a brand and PR outreach strategy include a thorough understanding of how people communicate, why they listen, and what brings meaning to their experiences.
For example, I’m working on a project to enroll moms who smoke in influencing their daughters to chose “no to smoking”. Moms who smoke are, from what I understand, a stigmatized group - but not all. My point is that the majority of smoking moms are likely under incredible stressors that are likely not to be removed from their environment. These are urban moms with little in the way of social and financial support and that situation is unlikely to change anytime soon.
Our challenge: how can we elevate our branded materials with an empathic focus - recognizing mom’s stressors and offer support to empower their little girls to choose “no to smoking”?