Brand empathy: Creating a new level of sensitivity & sustainability during Covid times

The COVID-19 times have brought out the best – and sometimes the worst – in us. But it is the good that lasts for a long time after the deed is done. Organisations and brands of all hues have taken up the mantle to do their bit to help alleviate the sufferings of the people in general as well as their own work force in these challenging times. 

Brand empathy is no longer a catch phrase in some CSR manual, but we are seeing some outstanding examples of it by organisations – arranging for Oxygen and O2 concentrators, hospital beds and medicines, distributing food packets, carrying out vaccination drives and much more. 

At the same time we are also seeing an inward focus of brand empathy, wherein organisations are working towards creative a far more conducive work environment for their employees. While some have announced shorter work hours and week days, others are helping their employees and their families get vaccinated, or funding their treatment, or helping out with financial aid. The message that goes out is that we are all in it together and together we shall overcome these though times. 

In an era of emotional belongingness, brands are trying to show solidarity with their customers and audiences by being empathetic towards them. The best expression of empathy for a brand is action, and not mere lip service. Covid-19 has contributed to an increase in brands’ compassionate and thoughtful approaches to how they should market to the consumers. A lot of brands have come up with sensitive campaigns that have touched many hearts and during this period every consumer and employee expects a humane face of organisations. 

Speaking about the ‘Empathy Marketing’ focus as the way forward for brands, Dr Sandeep Goyal, Chairman, Mogae Media, said, “It has to come from the heart and permeate the entire organisation. It has to be there in your packaging, at your sales points, in your loyalty program, in your social media and it has to be embedded in the brand’s conscience. Only then will empathy really happen.” 

According to Goyal, “The best expression of empathy for a brand is to do, not say – meaning, do not spew platitudes at consumers, but try to give them or communicate something that will help them through the tough times. A lot of ad campaigns from many varieties of brands have shown the sentimental value to their consumers by communicating sensibly and understanding the situation they are going through. For the first time, brands have kept their promotions aside and have addressed consumers concerns gracefully.” 

Talking about how brand empathy can be factored into ad campaigns, Sumanto Chattopadhyay, Chairman & CCO, 82.5 Communications, said, “What a brand does for consumers in these dark days will have a disproportionate impact in building brand loyalty and love. Waiving subscription fees on educational content, using your delivery network to also provide Covid essentials, launching products that help consumers stay safe and healthy, relooking at your pricing to help ease the burden in these straitened times, are some of the ways of making a real difference. Brand communication needs to strike a fine balance though. You want to demonstrate that you are sensitive to the situation everyone is in, but without rubbing reality in their faces.” 

Chattopadhyay further said, “During the pandemic, we have formulated our own Covid-19 Commandments at 82.5 – to help us create out-of-the-box communication while inside the box, so to speak, with sense and sensitivity. Empathy is the cornerstone of these commandments.” 

Keeping their employees on priority should be a mantra of all the industries now. Organisations must acknowledge that it is everyone’s responsibility to take every small actions, which keep one safe and healthy, and which can also be created by launching various ad campaigns and contests that can distress the viewers during this difficult time. 

Apis recently launched a campaign #sehatkasaath on social media, addressing the support and care our near and dear ones need in these challenging times. The digital ad film very subtly depicts how our little acts have great effect on creating a positive environment in these tough times.

Elaborating on how brands can help the community to stay safe during this pandemic, Pankaj Mishra, CEO, Apis India, said, “The brands can show solidarity against the pandemic and gel themselves in line with core communication across groups to stay safe taking all precautions, eat healthy, support the community with care and love.”

Adding further, he said, “Building touch points which create awareness towards the cause, lending helping hand to needy, local bodies with whatever they can will go a long way in creating impact both for brands and the society and for the nation as a whole. Many brands are taking ownership of vaccinations, life support systems, food, sanitization, etc., which are small steps adding to the common cause.” 

Brands have been involved in various activities like creating a helpline number and tying up with the hospitals, creating help groups within the company, promoting awareness on health and hygiene, helping local bodies and society by lending a helping hand in kind and cash, donating in various forms for different requirements and much more. 

Covid-19 has made a different impact on different people, but has created a major change in brands, who have dignified humanity in a correct manner and at the right time through social media, digital platforms, tone of advertisement and the uniformity of TV channels, which will keep them relevant for the consumers in the longer term. Brand empathy has evolved to a new level for the brands to communicate and maintain the emotional relationship with their consumers.

(Edited and additional inputs by Shanta Saikia)

Marketing
@adgully

News in the domain of Advertising, Marketing, Media and Business of Entertainment

More in Marketing