COMMENTARY

Empathy Is a Creative Superpower

• by Brisa Vicente , 37 minutes ago

Advertising is built on the strength of forceful, bold ideas. So empathy may not seem like an advertising leader's real superpower. But to extract those daring concepts and strategies, empathy is an essential quality for agency leaders and marketers.

“Empathy” entails the clear act of sharing the feelings of another. It’s not to be confused with sympathy, which indicates detached concern. To some, the deeper sensitivity implies a certain softness. No matter the perception, being empathetic is an acknowledgement of being human. And advertising that resonates requires being deeply in touch with the range of human emotion.

Empathy in Advertising Action

I am regularly impressed by brands that demonstrate an empathetic influence in their advertising. Leading with empathy allows them to subvert norms, paving the way for a more meaningful connection with their target audience.

Making it clear that your product can be both loved and hated is an act of authenticity. Consider the way the polarizing sandwich spread Marmite played with this brand attribute.

Adam&eveDDB won two Gold Lions in the Direct category at this summer’s Cannes Lions for the “Baby Scan” Marmite campaign. In a demonstration that empathy can be humorous, the spot engaged expectant parents by simulating a scan to predict whether their babies would love or hate Marmite, capitalizing on a scientific study showing fetal taste preferences.

McDonald's Brazil’s example of empathy was part of an engaging campaign to “rename” its brand, temporarily changing the signage of two franchises to "Méqui,” a playful and informal nickname for the Golden Arches used in Brazil.

The campaign invites consumers to suggest new names for the brand, with the most creative ideas being chosen by McDonald's marketing team. This initiative demonstrates empathy by giving customers (temporary) ownership of the brand's identity, creating a sense of community.

Openness from On High

For an icon like McDonald’s adopting a local name in place of its own is the ultimate form of sharing and openness. 

Company culture comes from the top. And empathy is essential for advertising leaders who need to serve as an example for their teams.

Advertising is not just about selling products or services; it's about reflecting and shaping the culture at large. The best creative thrives on digging deep into the emotional currents of consumers’ experiences and connecting it to a brand.

Transparency and Authenticity in Brand Storytelling

Empathy fosters psychological safety within a team or organization. The pressure cooker atmosphere of the agency business has led to a years’ long talent crisis. When leaders admit to mistakes or uncertainties, it encourages their teams to do the same.

It also conforms to the calls for greater transparency in all walks of life. Whether it’s the privacy concerns associated with online advertising to the consumer expectation that brands be more authentic and purpose-driven, empathy is a foundational condition to satisfy those demands.

We all need to be reminded that it takes strength to admit when something isn't right and to stand up for what you believe in. Proving authenticity can attract clients and partners who respect clear convictions in their partners, since they know how to deliver a strong message that’s grounded in open dialogue and the fullest expressions and understanding of what it takes to move an audience in a specific direction.