Reaching Consumers by Showing Empathy
David Mitroff, Ph.D., was featured in ANA Magazine about focusing on empathy within marketing.
Effectively marketing to the biggest demographic of consumers can require some measured and well-thought out approach. Most brands can successfully attract the Millennials to their products and services is they emphasize on empathy in their marketing.
Millennials prefer brands with a societal purpose. This generation of consumers and employees have the tendency to sharing their philosophy of compassion on social media. A recent study revealed that 91% of Millennials would switch brands to one associated with a charitable cause over the U.S. average of 85 percent. 66% percent of Millennials have used social media to engage around social responsibility compared to 53% of people overall. 62 % of Millennials would rather accept a pay cut and work for a responsible company versus the 56% of the general population.
By displaying authentic concern for deserving groups and causes, companies can relate to this group of young consumers in meaningful and rewarding ways. In the eyes of the Millennials, who, as a group, tend to place a lot of value on social responsibility, this is certainly effective.
“At the same time, broadcasting empathy effectively helps brands stand out from the clutter. ‘Millennials are bombarded with messages every day,’ says David Mitroff, founder and chief consultant at Piedmont Avenue Consulting Inc., which focuses on using technology to build brand awareness and growth. ‘In today’s crowded marketplace, it’s more important than ever to connect with them on an emotional level.’”
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