In the relentless pursuit of cutting-edge solutions, businesses often prioritize flashy features and bold disruptions. But what if the most powerful disruptor isn’t purely technological but something deeply human — empathy? As an anthropologist specializing in consumer insights, I’ve seen firsthand the disconnect that arises from a lack of empathy. Our recent MotivAI analysis on empathy underscores societal concern about its decline, with people recognizing the negative impact on self-centeredness, community, and shared values.
Conversely, empathy is seen as a bridge to compassion and positive change, fostering meaningful connections. For CPG brands, this has profound implications — consumers are seeking a deeper sense of understanding and connection.
How can CPG brands foster empathy?
- Go beyond superficial understanding: Demographics and basic trends are just a starting point. We need to ask, “What are the unspoken emotional and social needs that our products and brand experience might address?”
- Embrace vulnerability: Show a willingness to acknowledge challenges and a genuine desire to better understand consumers rather than just sell.
- Make it personal: Tailor communications and product recommendations based on individual aspirations and values. Predictive anthropology tools like MotivAI can uncover these patterns at scale.
Predictive anthropology: Decoding empathy for action
By analyzing vast amounts of social and cultural data, MotivAI reveals the nuances of how people talk about empathy, its relevance in various contexts, and evolving expectations. This offers invaluable guidance on:
- Innovation that resonates: How can you address unmet needs in a way that feels truly empathetic and resonates with consumers’ desire for connection and understanding?
- Emotional branding: How can your brand narrative and visuals convey genuine empathy rather than relying on superficial platitudes?
- Customer experience: How can you identify pain points in the customer journey and inject moments of understanding and support that build lasting loyalty?
Case Studies: Real Beauty, Inclusive Design, and Buy One, Give One
The Dove Real Beauty Campaign is a quintessential example of using empathy to build a deep, emotional connection with its consumers. This approach transcends the functional attributes of Dove’s products and instead aims to tap into the emotions, values, and aspirations of its audience. The campaign was originally launched in 2004 in response to the growing concern that mainstream media and advertising were perpetuating unrealistic and narrow beauty standards.
Real Beauty targeted the deeply personal and emotional issue of self-esteem. By addressing how societal beauty standards negatively impact women’s self-worth, Dove prompted women to reflect on their own perceptions of beauty and self-confidence, fostering a personal connection to the brand.
Apple offers another example of a brand that addressed consumers’ unmet needs in a way that resonates with consumers’ desire for connection, understanding, and support. For example, Apple has built lasting loyalty by incorporating design features in its products to cater to users with disabilities. This includes voice control, screen readers, and customizable interfaces. These features have made technology more accessible and inclusive, creating a loyal customer base among people with diverse needs. Apple’s empathy for users with disabilities enhances its brand reputation as inclusive and forward-thinking, building trust and loyalty.
Warby Parker’s Buy a Pair, Give a Pair program donates a pair of glasses to someone in need for every pair sold. This initiative addresses a critical need for vision care among underserved populations. Customers feel they are contributing to a greater cause, which enhances their relationship with the brand and fosters a sense of community and purpose. The brand demonstrates empathy by recognizing and addressing the need for affordable vision care, creating a sense of shared purpose and social responsibility among its customers.
These examples illustrate how empathy can be a powerful tool in building meaningful connections with customers. By understanding and addressing the emotions, needs, and values of their audience, these brands have not only enhanced their relationships with customers but also created a more positive and impactful brand image.
The Takeaway
In the CPG industry, embracing empathy elevates brands beyond mere providers of goods. Those companies that connect with consumers on a deeper level, understanding their struggles and offering solutions aligned with their visions for a better world, will be the ones that win lasting trust and true brand advocacy.
Resources:
The Lux Consumer Health Radar for Assessing New and Emerging Products and Services provides a tool to assess opportunities across consumer health needs, self-care use-cases, and the current positioning of existing or external capabilities and technologies to address those use-cases.