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Empathy: The Fundamental Skill Of Our Times

Why is it we can put ourselves in the shoes of certain movie characters and suffer, celebrate, smile and even cry right along with them? How can we express the powerful sense of approval we feel when someone understands us without judging us? Why do discussions about politics quickly degenerate into vicious arguments? It’s all a question of Empathy, which is our capacity to put ourselves in the shoes of others and feel things the way others do.

Studying this emotion and its relationship with brands is the purpose of the second edition of Trusparency 2.0: Empathy, a proprietary study by FCB Brasil conducted in 2012 about the importance of transparency in the discourse of brands. In partnership with co-creative strategic thinking consultants CO.R Inovação, the agency spent months mapping Empathy around Brazil to understand how the ability to see the world through the eyes of another creates opportunities for more intimate communications and even for the creation of more attractive products and services.

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Empathy: The Fundamental Skill Of Our Times

  1. 1. October 2015Empathy: The Fundamental Skill Of Our Times
  2. 2. WHAT DOES EMPATHY HAVE TO DO WITH BRANDS? EVERYTHING
  3. 3. THERE’S A DRAMATIC TRANSFORMATION TAKING PLACE… Transparency is a key yardstick to evaluate people and institutions Growing collective mobilisation to different causes Social inequality Overconsump tion is taking a bad rap Scarcity of resources …AND BRANDS CAN’T ESCAPE THIS NEW REALITY Easier access to information make people more aware of what’s going on
  4. 4. THERE’S A DRAMATIC TRANSFORMATION TAKING PLACE… Transparency is a key yardstick to evaluate people and institutions Growing collective mobilisation to different causes Social inequality Overconsump tion is taking a bad rap Scarcity of resources …AND BRANDS CAN’T ESCAPE THIS NEW REALITY Easier access to information make people more aware of what’s going on
  5. 5. WITHIN THIS NEW ENVIRONMENT, A BRAND CAN’T HIDE AWAY FROM ASSUMING ITS ROLE IN THE SOCIETY AND WITH ITS STAKEHOLDERS AND TO DO THAT, IT NEEDS TO BE EMPHATETIC IN THE FIRST PLACE
  6. 6. Mr Burns, The Simpsons A BRAND THAT DOESN’T REALLY CARE ABOUT PEOPLE, THAT DOESN’T TRY TO PUT ITSELF IN PEOPLE’S PLACE, DOES SO AT ITS OWN RISK. IT RISKS LOOKING MANIPULATIVE, INTERESTED ONLY IN THE SHORT TERM PROFIT AT ALL COSTS.
  7. 7. DOES THIS RING A BELL? Jan/2015
  8. 8. THINK ABOUT CONSUMERS NOT AS SOMEONE WHO’S GOING TO BUY YOUR PRODUCT, BUT AS SOMEONE WHO WISHES THAT THE WORLD IS A GOOD PLACE TO LIVE IN. WHAT ARE YOU DOING TO SHOW HIM THAT YOU CARE?” PHILIP KOTLER (2014)
  9. 9. WHAT DOES IT MEAN TO BE AN EMPHATETIC BRAND?
  10. 10. EMPATHY IS NOT SYNONYMOUS WITH SOCIAL RESPONSIBILITY, BUT TO PUT ITSELF IN THE PLACE OF THE INDIVIDUAL TO CARE ABOUT THE WORLD IS A WAY TO CULTIVATE EMPATHY.
  11. 11. Volvo has built itself as a brand having safety as a platform. The brand could not ignore the fact that the same person who drives its cars, in other moments, could also be a pedestrian or a cyclist as well. They then developed an invisible paint that glows in the dark and helps to prevent accidents.
  12. 12. EMPATHY IS NOT SIMPLY ABOUT CARING ABOUT MINORITIES. BUT TO THINK A MANNER TO PUT ITSELF IN OTHER PEOPLE’S SHOES IN ORDER NOT TO OFFEND, HURT, OR SEGREGATE MINORITIES IS ONE OF THE WAYS TO BE EMPHATETIC.
  13. 13. Google developed a design guide so that designers can apply basic principles of accessibility to people with daltonism, myopia and other types of visual and hearing impairment.
  14. 14. EMPATHY IS NOT SIMPLY ABOUT CARING ABOUT MINORITIES. BUT TO THINK A MANNER TO PUT ITSELF IN OTHER PEOPLE’S SHOES IN ORDER NOT TO OFFEND, HURT, OR SEGREGATE MINORITIES IS ONE OF THE WAYS TO BE EMPHATETIC.
  15. 15. (1.5% of sales)
  16. 16. REDUCE WE make useful gear that lasts a long time YOU don’t buy what you don’t need REPAIR WE help you repair your Patagonia gear YOU pledge to fix what's broken REUSE WE help find a home for Patagonia gear you no longer need YOU sell or pass it on* RECYCLE WE will take back your Patagonia gear that is worn out YOU pledge to keep your stuff out of the landfill and incinerator REIMAGINE TOGETHER we reimagine a world where we take only what nature can replace DON’T BUY THIS JACKET
  17. 17. WE ARE WITNESSING THE BIRTH OF THE CONSCIOUS CAPITALISM
  18. 18. Em 2012 a FCB Brasil desenvolveu um importante estudo sobre a CONFIANÇA e TRANSPARÊNCIA. 2012FCB’S INTEREST FOR EMPATHY IS NOT RECENT
  19. 19. IN 2012, FCB BRAZIL DEVELOPED AN IMPORTANT STUDY ABOUT TRUST AND TRANSPARENCY 2012
  20. 20. We found out the importance of TRUST and TRANSPARENCY to create a true BOND between people and brands
  21. 21. Body language naturalnes s straight look straight message Knowledge experienc e historical Instinct “gut feeling” Knows how to listen empathy acceptan ce understan d predict Union sincerity honesty comfort family security protection welcomed believe share clarity self confidence anxiety innocence cheated risk death “peace of mind” choices decisions vulnerable freedom fear bothered intimidated goals success judged sadness shame remorse anger insecurit y don’t know what they want miss understood dependent betrayal change of mind Attributes Emotions Psychosocial result Functional result
  22. 22. Body language naturalness straight look straight message Knowledge experience historical Instinct “gut feeling” Knows how to listen acceptance reciprocity understan d predict Union sincerity honesty comfort family protection welcomed believe share clarity self confidence anxiety innocence cheated risk death “peace of mind” choices decisions vulnerable fear bothered intimidated goals success judged sadness shame remorse anger insecurity don’t know what they want miss understood dependent betrayal change of mind Attributes Emotions Psychosocial result Functional result EMPATHY SECURITY FREEDOM 1 2 3 3 POSITIVE EMOTIONS ASSOCIATED WITH TRUST NEXT TO SECURITY AND FREEDOM, EMPATHY WAS PLACED AS ONE OF THE MOST IMPORTANT DIMENSIONS OF TRUST
  23. 23. TODAY, 3 YEARS AFTER THE TRUSTPARENCY STUDY, EMPATHY HAS BECOME A HOT SUBJECT, AND THUS FCB INVITED CO.R INNOVATION TO, TOGETHER, EXPLORE THIS TOPIC 2015
  24. 24. HOW MANY HERE WOULD ANSWER THIS QUESTION WITHOUT HESITATION? WHAT IS EMPATHY AFTER ALL?
  25. 25. EMPATHY IS THE ART OF PUTTING YOURSELF IN OTHER PEOPLE’S SHOES THROUGH IMAGINATION, UNDERSTAND THEIR FEELINGS AND PERSPECTIVES, AND USE THAT UNDERSTAIND TO GUIDE YOUR OWN ACTIONS" SIMON BARON-COHEN, PH.D. IN PSYCHOLOGY AND PROFESSOR AT CAMBRIDGE UNIVERSITY
  26. 26. Sympathy is superficial, it’s disconnected. Empathy is about understanding and ‘getting inside’ other people’s feelings. compassion is about feeling piety and sadness for the other, even without fully understanding their feelings. it’s the desire to heal the pain at once and to stop the other FROM suffering. Empathy is the capacity to understand the beliefs, experiences, and ideas of the other, by feeling sadness or happiness together with him or her. SYMPATHY ANTIPATHY EMPATHY APATHYx x IT’S DIFFERENT FROM COMPASSION from the greek com-pati: (suffer together) from the greek syn-pathos (feeling together) IT’S DIFFERENT FROM SYMPATHY
  27. 27. PEOPLE USUALLY CREATE THEIR OWN NARRATIVE, BASED ON THEIR OWN EXPERIENCES AND VALUES, NOT NECESSARILY ON OTHER’S REAL FEELINGS IN THEORY, EMPATHY IS ABOUT THE OTHER. BUT IN REALITY IT’S VERY HARD TO LEAVE OUR OWN SELVES.
  28. 28. POR ISSO A NOÇÃO DO ‘EU' TAMBÉM É FUNDAMENTAL PARA A EMPATIA O EU PRECISA ESTAR BEM RESOLVIDO PARA SE PODER ENTÃO SER EMPÁTICO VERDADEIRAMENTE PELO OUTRO: SENTIR COM A PESSOA A PARTIR DO QUE ELA SENTE.
  29. 29. I WAS INSIDE THE CARRIAGE AND SAW THE BLIND WOMAN IN THE PLATFORM, ALONE, WITHOUT KNOWING WHERE TO GO AND EVERYBODY PASSING BY. NOBODY HELPED HER. I COULDN’T HELP BUT WONDER THAT SHE MUST’VE BEEN OUTRAGED. I WAS OUTRAGED. HOW COULD PEOPLE NOT HELP HER? CO.R NA RUA
  30. 30. EMPATHY TAKES PLACE WHEN MY STORY CONFOUNDS WITH YOUR STORY GIVEN THE DIFFERENT DEFINITIONS AND SCHOOLS OF THOUGHTS, WE DECIDED TO CREATE OUR OWN DEFINITION OF EMPATHY:
  31. 31. EMPATIA É QUANDO A MINHA HISTÓRIA SE CONFUNDE COM A SUA HISTÓRIA THIS IS THE FIRST STEP TO A TRUE CONNECTION. FROM THE MOMENT YOU FEEL EMPATHY FOR THE OTHER BOTH STORIES CHANGE
  32. 32. EMPATI QUANDO A MIN HISTÓRIA CONFUNDE C A SUA HISTÓ ESTE É O PRIMEIRO P PARA UMA CON VERDAD A PARTIR DO MOMEN QUE VOCÊ SENTE EMEMPATHY: HOW RELEVANT IT IS NOWADAYS?
  33. 33. THERE’S A LOT OF TALK ABOUT EMPATHY NOWADAYS…
  34. 34. …BUT THIS DOESN’T NECESSARILY TRANSLATES TO THE REAL WORLD RIGHT AWAY THERE’S A LOT OF TALK ABOUT EMPATHY NOWADAYS…
  35. 35. IF, ON ONE HAND, WE SEE INTOLERANCE EVERYWHERE… …ON THE OTHER HAND, WE SEE DEMONSTRATION S OF EMPATHY: WE’RE PAYING MORE ATTENTION TO DIFFERENCES AND RESPECTING AND LISTENING TO MINORITY GROUPS THAT WERE LONG IGNORED.
  36. 36. ON ONE SIDE, INDIVIDUALISM, A RESULT OF AN IDEOLOGY THAT FAVORS PERSONAL INTERESTS. THERE ARE TWO OPPOSING FORCES AT PLAY ON THE OTHER SIDE, A MOVEMENT THAT CELEBRATES EMPATHY, WHICH TRANSLATES ITSELF INTO THE SEARCH FOR MORE HUMAN AND CARING RELATIONSHIPS AND TRUE CONNECTIONS.
  37. 37. EMPATHY IS THE ANTIDOTE FOR THE BLIND INDIVIDUALISM THAT WE INHERITED FROM THE PAST CENTURY” ROMAN KRZNARIC AUTHOR FOUNDER ‘MUSEUM OF EMPATHY'
  38. 38. EMPATHY: HOW DOES IT HAPPEN?
  39. 39. ALGUMAS DAS QUESTÕES QUE GUIARAM O ESTUDO DO BRANDS IN BRAZIL TRIGGER EMPATHY? WHICH SEGMENTS OF THE POPULATION FEEL MORE EMPATHY? HOW DOES EMPATHY HAPPEN? WHAT’S THE PROCESS? DO BRAZILIANS FEEL EMPATHY? TO WHICH DEGREE? WHAT CAUSES PEOPLE TO EFFECTIVELY TAKE ACTION?
  40. 40. METODOLOGIAS QUALITATIVE 80 street interviews, exploring understanding about empathy. 4 in-depth interviews with experts: - Hilaine Yaccoub (Anthropologist), - Tulio Custódio (Sociologist), - Claudia Niemeyer (App Designer) - Eric Eustáquio (Coletivo Utopia) QUANTITATIVE 1,292 online interviews representing the Brazilian adult population, ABC classes. Conducted by Instituto Quantas (Karla Mendes), based on a consumer panel, from June 25th to July 7th 2015 ANALYSIS 10 Strategic Planners from FCB + CO.R: Pedro Cruz (FCB) Raphael Barreto (FCB) Nelson Kuniyoshi (FCB) Marilia Moreira (FCB) Renata Costa Pinto (FCB) Rita Almeida (CO.R) Mariana Loducca Kok (CO.R) Diego Dumont (CO.R) Maeda Camarcio Barbosa (CO.R) Ligia Paes de Barros (CO.R)
  41. 41. EMPATHY? WHAT IS (OUT ON THE STREETS)
  42. 42. ????? So, what is empathy? No one could answer with assertation what empathy was all about. Most people confounded empathy with sympathy.
  43. 43. You know, when you put yourself in someone else’s shoes. Oh yeah, there was that occasion… After we explained the concept of empathy, almost all people interviewed managed to recall some occasion in which they felt empathy.
  44. 44. I’m homosexual and I’m afraid about what my future will be and that people won’t like me. It’s difficult for people to associate happy situations with empathy “It’s more common when you see somebody going through some situation you don’t want for yourself" USUALLY SOMEONE ELSE’S PAIN TRIGGERS EMPATHY
  45. 45. ‘VULNERABILITY' TRIGGERS EMPATHY The person who puts herself in someone else’s shoes allows herself to feel the same pain, so she needs to show her own vulnerability as well. “When I’m in a rush, it’s more difficult to feel empathy because it’s not really all the time that I want to feel down with everything I see"
  46. 46. EMPATHY IS STRONGER WHEN IT TRIGGERS A MEMORY Especially if the situation is related to something we commonly see on a day to day basis. The person remembers a past experience and projects that memory into the other. “I’ve been through this, I know how bad it is, so every time I see this, it calls my attention”
  47. 47. THE PROCESS OF AWAKENING OF EMPATHY To be present creates a personal narrative To look To actually see (pay attention) connection thought action triggers a feeling be vulnerable
  48. 48. WHEN THE PERSON FEELS BUT TAKES NO ACTION EMPATHY
  49. 49. We don’t need to feel empathy to take action. We can be moved to take action by some moral or social code (when we give our seat in the bus, for instance). On the other hand, we could feel empathy and take no action at all. THE BARRIERS TO ACTION
  50. 50. BARRIERS TO ACTION: 1. DEGREE OF DIFFICULTY
  51. 51. BARRIERS TO ACTION 2. FEAR OF VIOLENCE
  52. 52. AND WHEN DO PEOPLE TAKE ACTION? “To feel empathy doesn’t necessarily mean we will help someone in need, but it is usually a crucial step towards a generous action" Greater Good in Action, Berkeley University
  53. 53. taking action “When I saw that woman humiliating the other, I immediately recalled when I was going through the same situation and I couldn’t keep quiet" “There’s something about putting yourself in someone else’s place and helping her out that makes me feel good. I know that when I do this I’m attracting good things to myself' 1. EXPERIENCE 3.“KARMA”2. SENSIBILITY “I can’t explain why, but old people trigger something in me… I need to do something about it. Perhaps it’s because they remind me of my grandpa, but it’s not only that. It gets on my nerves”
  54. 54. EMPATHY AND BRAZILIANS
  55. 55. EMPATIÔMETRO (EMPATHY-O-METER) We created an index to measure empathy, the Empatiômetro. Instead of asking ‘are you emphatetic’?, we evaluate how the Brazilian population reacts to the 28 different situations we had identified in the qualitative part of the study as the most common situations that trigger empathy.
  56. 56. AVERAGE EMPATHY = EMPATHY LEVEL IN BRAZIL IS HIGH (0-100 SCALE) 69.5
  57. 57. EMPATHY IN BRAZIL IS ASYMMETRIC: THERE ARE MORE PEOPLE WITH ABOVE AVERAGE EMPATHY THAN BELOW AVERAGE POPULATION empathy curve (0-100 SCALE) 69.5 is the average of the population total base 1,292 online interviews low empathy 46% have above average empathy27% have below average empathy medium low empathy average empathy high empathy medium high empathy 17% 13% no empathy full empathy 3.8% 0.4% 14% 28% 29%
  58. 58. ASSERTIVENNES OF RESPONSES ALLOWED US TO GROUP THE SITUATIONS IN 5 THEMES, FROM 'EXTREME VULNERABILITY' TO 'DAILY SITUATIONS' HUNGER PHYSICAL PAIN PHYSICAL HANDICAP MISERY ABUSE 0 30 60 90 120 6 9 7 7 7 3 4 5 2 3 20 12 15 15 10 22 23 22 23 15 48 51 52 53 65 PUBLIC HUMILIATION DISCRIMINATION INJUSTICE URBAN VIOLENCE BULLYING AT WORK 0 30 60 90 120 6 7 5 7 7 3 6 5 5 4 23 21 21 19 18 24 23 25 19 21 43 44 44 49 49 GRAVE ILLNESS death depression family estrangement 0 30 60 90 120 9 7 6 6 5 3 4 3 24 23 21 16 28 30 29 31 35 37 40 44 scarce natural resources gargage littering SOCIAL/ENVIRONMENT ACTIVISM environmental problems 0 30 60 90 120 10 7 9 7 10 8 8 9 26 24 21 22 18 21 22 20 35 40 41 43 PROFESSIONAL SUCCESS JOB LOSS BALANCE IN LIFE PARENTAL PROBLEMS FINANCIAL PROBLEMS RECONCILIATION DAILY PROBLEMS MARRIAGE PROBLEMS SUFFERING FOR LOVE GETTING MARRRIED 18 11 12 10 9 7 7 5 7 6 11 8 8 13 6 7 7 7 7 6 32 37 35 33 29 26 31 28 27 26 24 26 27 22 34 36 30 33 29 29 15 18 18 22 23 24 25 28 30 32 extreme vulnerability moral violence emotional suffering environment daily situations I TRY TO HELP EVEN IF I’M NOT CLOSE TO THE PERSON I TRY TO HELP ONLY IF I’M CLOSE TO THE PERSON I PUT MYSELF IN HER PLACE AND LISTEN TO WHAT SHE HAS TO SAY I PUT MYSELF IN HER PLACE, BUT DO NOTHING I DON’T PUT MYSELF IN HER PLACE POPULATION'S EMPATHY LEVELS ACCORDING TO DIFFERENT SITUATIONS (%)
  59. 59. The correlation between past experience and empathy is positive and significant although low. The fact that the correlation is low means that the past experience does have an impact on empathy, however it’s not a determining factor. PAST EXPERIENCE CONTRIBUTES TO EMPATHY
  60. 60. - AMONG MEN - LOW CLASS C2 - AMONG PEOPLE FROM THE NORTH/ CENTER-WEST/NORTHEAST - WITH LESS LOVING CONNECTIONS: NO KIDS, NO PETS, NO RELIGION WHERE WE FIND LESS EMPATHY WHERE THERE IS MORE EMPATHY THE HIGH AND LOW ENDS OF EMPATHY: POPULATION SEGMENTS THAT ARE MORE AND LESS EMPHATETIC - AMONG WOMEN - HIGH CLASS AB - AMONG PEOPLE FROM SOUTHEAST / SOUTH - PEOPLE WITH MORE LOVE CONNECTIONS: HAVE KIDS, PETS, RELIGION - AMONG THOSE WHO DECLARE THEMSELVES CONTENT, ESPECIALLY WITH THEIR PERSONAL LIVES
  61. 61. THE ENGAGEMENT AWAKENING WHAT CAN BRANDS LEARN FROM THE EMPATHY TRIGGERING PROCESS? HOW CAN THEY ENCOURAGE PEOPLE TO TAKE ACTION?
  62. 62. IF PAST EXPERIENCE, SENSITIVITY, AND ‘KARMA' ARE THE FACTORS THAT INFLUENCE EMPATHY AND CALL PEOPLE TO TAKE ACTION, HOW DOES IT WORK FOR BRANDS?
  63. 63. HOW DOES A BRAND TRIGGER EMPATHY AND ENGAGEMENT People Brands 1. 2. 3. EXPERIENCE SENSITIVITY 'KARMA' MEMORY CAUSE PURPOSE
  64. 64. We feel more empathy towards people who share the same experiences. In the case of brands, it’s a similar process. Brands that share a positive memory with people and show that they also have a history and humanity tend to trigger more empathy and engagement. 1.MEMORY
  65. 65. P&G, in sponsoring the London Olympic Games could have used the traditional sports themes (victory, strenght, speed). Instead it decided to tell the story of the relationship between athletes and their moms.
  66. 66. A brand recognizes a specific tension, embraces it as a cause and take actions to improve it. It’s not necessarily the brand's reason to be, but it engages actively to improve the cause. 2.CausE
  67. 67. 'O Boticário' showed its respect for sexual diversity and its support behind all kinds of love.
  68. 68. ALWAYS was recognised cos an important campaign that promotes gender equality What does it mean to do things #LikeAGirl?
  69. 69. 3.purpose The brand is conscious about its place in society and assumes a role as an agent of social change. Business and purpose are interdependent, one feeds the other and vice versa. The most common approach is the ‘Buy One Give One’ model, each brand adapting to its business model.
  70. 70. EMPATI QUANDO A MIN HISTÓRIA CONFUNDE C A SUA HISTÓ ESTE É O PRIMEIRO P PARA UMA CON VERDAD A PARTIR DO MOMEN QUE VOCÊ SENTE EM EMPATHY IN THE BANK, CAR, AND BEER CATEGORIES IN BRAZIL
  71. 71. BANKS AUTOMOBILES BEERS WHICH BRAND PUTS ITSELF IN CONSUMER'S PLACE THE MOST, SEEKS TO UNDERSTAND CONSUMERS?
  72. 72. 0.7 4.93 25 40 55 75 POPULATION’S EMPATHY IS HIGH BUT THE SAME CAN’T BE SAID ABOUT BRANDS EMPATHY DISTRIBUTION (0-100 SCALE) (%) 48% of the respondents don’t see any brand performing in any of the 28 emphatic situations 48% zero empathy 7,9 69,5 BRANDSPOPULATION BRANDS' AVERAGE EMPATHY = POPULATION'S AVERAGE EMPATHY = 0-100 SCALE 0-100 SCALE
  73. 73. MOST COMMON OPINION IS THAT NO BRAND TRIGGERS EMPHATHY. WHICH BRAND PUTS ITSELF IN CONSUMER'S PLACE THE MOST, SEEKS TO UNDERSTAND CONSUMERS? (PROBED AND ONLY ANSWER IN %) 26% THINK NONE OF THE BANK BRANDS triggers empathy 36% THINK NONE OF THE CAR BRANDS triggers empathy 45% THINK NONE OF THE BEER BRANDS triggers empathy
  74. 74. BANKS TRIGGER MORE EMPATHY THAN CARS AND BEERS 74% perceive at least one bank brand as triggering empathy More favorable perception is due to public banks, which finance mortages at lower rates, and support people during difficult moments (unemployment insurance, retirement benefits, etc.) 55% perceive at least one beer brand as triggering empathy 64% perceive at least one car brand as triggering empathy
  75. 75. BRANDS AND EMPATHY IN BRAZIL BRANDS TRIGGER EMPHATHY ESPECIALLY IN THE DAILY MATTERS OCCASIONS CATEGORIES ASSOCIATED WITH FUN DO NOT TRIGGER EMPATHY ‘BY DEFAULT'” PERCEPTION OF EMPATHY VARIES ACCORDING TO THE CATEGORY
  76. 76. QUESTIONS TO CULTIVATE EMPATHY IN BRANDS 5
  77. 77. Does your brand see the human being, not just the consumer? Does it place itself in their place? Not just to sell, but to help them tell their life stories?
  78. 78. Does your brand listen to people attentively and carries out a truthful dialog?
  79. 79. Does your brand embrace people’s vulnerabilities and show its own's?
  80. 80. Is your brand willing to make sacrifices in order to benefit the community?
  81. 81. Your brand’s purpose is linked to an important social need?
  82. 82. TO LEARN MORE ABOUT EMPATHY
  83. 83. rEFERENCES “Tootsie never was a comedy for me” Interview with Dustin Hoffman for the American Film Institute https://www.youtube.com/watch?v=xPAat-T1uhE Empathy Museum http://www.empathymuseum.com/ “Empathy vs Simpathy" Brené Brown https://www.youtube.com/watch?v=1Evwgu369Jw “The Empathetic Civilisation" Jeremy Rifkin https://www.youtube.com/watch?v=l7AWnfFRc7g Roman Krznaric: "Empathy Why It Matters & How to Get It" | Talks At Google https://www.youtube.com/watch?v=lN4MRYIoCS0 Empathy: Why it matters and how to get it, by Roman Krznaric http://www.amazon.com/Empathy-Why-Matters-How-Get/dp/0399171398 Empatia no Medium: https://medium.com/@empatia
  84. 84. Empatia ON Medium: https://medium.com/@empatia
  85. 85. WITH THANKS Obrigado. :) Alice Alcântara Flavia Antoniolli Bruno Cantarim Stephanie Day André Ferros César Fuster Rafael Gonçales Cleo Hosokawa Bianca Reame Bárbara Rolim Frederico Steinhoff Natália Sayão Juliano Teixeira Carol Valentim Livia Wu Fernanda Xavier
  86. 86. Empatia no Medium: https://medium.com/@empatia THE END

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