Estimated reading time: 7 minutes
In the latest episode of the Mix and Matchbox podcast by Matchbox Design Group, hosted by Brent Feldman, Tim Leon, a marketing communications expert from Guile Leon Marketing Communications, delves into the concept of “Return on Empathy.” This discussion sheds light on the evolving role of empathy in marketing, especially in the context of recent global events such as the COVID-19 pandemic. Tim Leon shares his insights on how empathy, when genuinely applied in marketing strategies, can not only foster customer loyalty but also contribute significantly to a brand’s market share.
The Birth Of “Return On Empathy”
Tim Leon’s journey toward trademarking the term “Return on Empathy” began in mid-2019, during the early stages of the COVID-19 pandemic. As consumer behaviors rapidly changed due to isolation and a shift towards online shopping, the importance of empathy in marketing became increasingly evident. Brands were urged to infuse empathy into their marketing efforts, as it became clear that understanding and addressing the emotional and psychological state of consumers was crucial during these uncertain times.
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Leon explains that empathy in marketing isn’t just about feeling for the customer but about understanding their needs, concerns, and mindset. This understanding allows brands to deliver authentic messages that resonate deeply with consumers. The idea behind “Return on Empathy” is that while being empathetic is the right thing to do, it also offers tangible business benefits. Empathy can lead to increased customer loyalty, which in turn can help brands retain and grow their market share.
The Impact Of Empathy On Consumer Behavior
One of the most compelling aspects of the research Leon cites is the finding that consumers are more likely to remain loyal to brands that demonstrate empathy, not just externally but also internally. The way a brand treats its employees has never been more critical. Consumers today are highly sensitive to how companies treat their workers, and this has a direct impact on their purchasing decisions. A brand that is perceived as treating its employees well is more likely to retain customer loyalty.
Leon emphasizes that authenticity is key. If a brand claims to be empathetic externally but fails to demonstrate that same level of care internally, it risks losing credibility. Employees are often the face of a brand, and if they don’t believe in the brand’s values, it becomes challenging to maintain an authentic image in the eyes of the consumer.
Empathy And Employee Engagement
The discussion also touches on the “Great Resignation,” a phenomenon where a significant number of employees have left their jobs in search of better work-life balance and quality of life. In response, companies are increasingly focusing on branded recruitment campaigns. These campaigns go beyond just listing job positions and benefits; they highlight the company’s culture and what it’s like to work there.
Leon notes that prospective employees are now more discerning than ever. They are not just looking for a job; they are looking for a place that aligns with their values and offers a positive workplace culture. This shift has made it essential for companies to be transparent and authentic in their recruitment efforts, as well as in their overall brand messaging.
The Evolution Of Empathy In Marketing
When asked about the history of empathy in marketing, Leon provides an interesting perspective. He believes that while empathy has always been present in marketing, certain events have brought it to the forefront. For instance, the “We Try Harder” campaign by Avis in 1959, which positioned the company as an underdog with a strong work ethic, is an early example of empathy in marketing. More recent events, such as the Black Lives Matter movement and the COVID-19 pandemic, have further highlighted the importance of empathy.
Leon argues that these events have not created the need for empathy but have amplified it. In today’s world, consumers expect brands to take a stand on important issues and to back up their words with actions. Simply acknowledging a cause is no longer enough; brands must demonstrate their commitment through meaningful actions.
The Risks Of Misusing Empathy
While empathy can be a powerful tool, it can also backfire if not used correctly. Leon warns against brands latching onto social movements or causes without a genuine connection or commitment. Consumers are increasingly discerning and can quickly identify when a brand is jumping on a bandwagon without truly supporting the cause.
Leon cites the example of Nike’s campaign featuring Colin Kaepernick, which was a bold move that resonated with the brand’s core values and audience. Despite the controversy, Nike’s campaign was successful because it aligned with the brand’s long-standing message of advocating for independence and the human spirit. On the other hand, Pepsi’s attempt to co-opt the imagery of social justice protests in a commercial featuring Kendall Jenner was widely criticized as tone-deaf and exploitative, showing how easily an empathy-driven campaign can go wrong.
Empathy Vs. Philanthropy
The conversation also explores the relationship between empathy and philanthropy. While both are important, they are not the same. Philanthropy involves charitable giving, which is a value many brands and individuals hold. However, Leon argues that for philanthropy to be effective in a marketing context, it needs to align with the brand’s values and the causes that matter to its customers.
Leon highlights the importance of authenticity in philanthropy. Brands that successfully integrate their philanthropic efforts with their core values and customer interests are more likely to be seen as genuine and to build stronger connections with their audience. He gives the example of pet brands donating to animal shelters, which naturally aligns with their brand and resonates with their customers.
The Role Of Personalization In Empathy
Personalization is another key aspect of empathy in marketing. Leon explains that brands that can personalize their messaging and experiences based on what they know about their customers are more likely to succeed. During the pandemic, companies that could tailor their messages to the specific concerns and needs of their customers saw positive results.
Stories that demonstrate a brand’s commitment to empathy, especially those that are personalized and relevant to the customer, can be incredibly impactful. Whether it’s a story of how a brand helped a customer or a review from a satisfied customer, these narratives can reinforce the brand’s empathetic image and strengthen its relationship with its audience.
Visual Execution And Empathy
The discussion concludes with a focus on the visual aspects of empathy in marketing. Leon advises brands to be thoughtful about their use of visuals, particularly photography. For instance, if a brand is trying to convey a local message, it should use local imagery that resonates with the target audience. Stock photos that don’t reflect the local environment can undermine the authenticity of the message.
Leon also touches on the importance of color schemes and visual elements in conveying empathy. Depending on the message and the target audience, brands should consider how their visual choices align with the emotional tone they want to set.
Conclusion
The concept of “Return on Empathy” underscores the importance of understanding and addressing the emotional needs of consumers in today’s market. Empathy, when applied authentically and thoughtfully, can lead to increased customer loyalty and long-term business success. However, brands must be careful to align their empathetic efforts with their core values and to avoid superficial or insincere gestures. By staying true to their values and genuinely engaging with their audience, brands can build lasting relationships that benefit both the business and its customers.
Contact Matchbox Design Group today if you have any questions about this podcast or if you would like to appear on a future episode.
The Power Of Empathy In Marketing Podcast
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