Consumers Want Brands To Show Empathy, Despite Their Doubts
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Method Communications' “Is Empathy Dead in America?” report reveals 92% of U.S. consumers want to see brands practice empathy in advertising, 66% are skeptical about brands that express it, 55% appreciate it, and are more likely to buy from a brand that shows it, 51% are conflicted regarding technology’s role in promoting it, 47% do not trust its authenticity and believe their goal is to make money, and 43% blame social-media platforms for society’s decline in empathy.
