There is a dramatic transformation taking place in society driven by factors like increased transparency, social inequality, resource scarcity, and environmental concerns. As a result, brands can no longer ignore their role and impact in society and with stakeholders. To navigate this new reality, brands must be empathetic by understanding others' perspectives and using that understanding to guide their actions. The document discusses what it means for a brand to be empathetic, providing examples like how Volvo developed safety technology with all road users in mind and how Google created an accessibility guide. It also examines the concept of empathy more broadly and how empathy occurs, with barriers to taking action also discussed.

2. October 2015Empathy: The Fundamental Skill Of
Our Times

3. WHAT DOES
EMPATHY HAVE
TO DO WITH
BRANDS?
EVERYTHING

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. 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

6. 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

7. 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.

8. DOES THIS RING A BELL?
Jan/2015

9. 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)

10. WHAT DOES IT MEAN TO BE AN
EMPHATETIC BRAND?

11. 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.

12. 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.

13. 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.

14. 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.

15. 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.

17. (1.5% of sales)

18. 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

19. WE ARE
WITNESSING
THE BIRTH OF
THE CONSCIOUS
CAPITALISM

20. Em 2012 a FCB Brasil desenvolveu um
importante estudo sobre a
CONFIANÇA e TRANSPARÊNCIA.
2012FCB’S
INTEREST FOR
EMPATHY
IS NOT
RECENT

21. IN 2012, FCB BRAZIL DEVELOPED AN
IMPORTANT STUDY ABOUT TRUST AND
TRANSPARENCY
2012

22. We found out the importance of TRUST and TRANSPARENCY to
create a true BOND between people and brands

23. 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

24. 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

25. 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

26. HOW MANY HERE WOULD ANSWER THIS
QUESTION WITHOUT HESITATION?
WHAT IS EMPATHY AFTER ALL?

27. 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

28. 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

29. 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.

30. 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.

31. 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

32. 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:

33. 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

34. 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?

35. THERE’S A LOT OF TALK ABOUT EMPATHY NOWADAYS…

36. …BUT THIS DOESN’T NECESSARILY TRANSLATES TO THE
REAL WORLD RIGHT AWAY
THERE’S A LOT OF TALK ABOUT EMPATHY NOWADAYS…

37. 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.

38. 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.

39. EMPATHY IS THE
ANTIDOTE FOR THE BLIND
INDIVIDUALISM THAT WE
INHERITED FROM THE
PAST CENTURY”
ROMAN KRZNARIC
AUTHOR
FOUNDER ‘MUSEUM OF EMPATHY'

40. EMPATHY:
HOW DOES IT HAPPEN?

41. 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?

42. 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)

43. EMPATHY?
WHAT IS
(OUT ON THE STREETS)

44. ?????
So, what is
empathy?
No one could answer with assertation what empathy was all about.
Most people confounded empathy with sympathy.

45. 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.

46. 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

47. ‘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"

48. 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”

49. 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

50. WHEN THE PERSON FEELS
BUT TAKES NO ACTION
EMPATHY

51. 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

52. BARRIERS TO ACTION:
1. DEGREE OF DIFFICULTY

53. BARRIERS TO ACTION
2. FEAR OF VIOLENCE

54. 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

55. 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”

56. EMPATHY
AND BRAZILIANS

57. 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.

58. AVERAGE EMPATHY =
EMPATHY LEVEL IN
BRAZIL IS HIGH
(0-100 SCALE)
69.5

59. 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%

60. 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 (%)

61. 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

62. - 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

63. THE ENGAGEMENT AWAKENING
WHAT CAN BRANDS LEARN FROM THE EMPATHY TRIGGERING
PROCESS? HOW CAN THEY ENCOURAGE PEOPLE TO TAKE ACTION?

64. IF PAST EXPERIENCE,
SENSITIVITY, AND
‘KARMA' ARE THE
FACTORS THAT
INFLUENCE EMPATHY
AND CALL PEOPLE TO
TAKE ACTION, HOW
DOES IT WORK FOR
BRANDS?

65. HOW DOES A BRAND TRIGGER
EMPATHY AND ENGAGEMENT
People Brands
1.
2.
3.
EXPERIENCE
SENSITIVITY
'KARMA'
MEMORY
CAUSE
PURPOSE

66. 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

67. 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.

68. 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

69. 'O Boticário'
showed its
respect for
sexual diversity
and its support
behind all kinds
of love.

70. ALWAYS was recognised cos an
important campaign that
promotes gender equality
What does it mean to
do things #LikeAGirl?

71. 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.

74. 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

75. BANKS AUTOMOBILES BEERS
WHICH BRAND PUTS ITSELF IN CONSUMER'S
PLACE THE MOST, SEEKS TO UNDERSTAND
CONSUMERS?

76. 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

77. 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

78. 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

79. 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

80. QUESTIONS TO
CULTIVATE
EMPATHY IN
BRANDS
5

81. 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?

82. Does your brand
listen to people
attentively and
carries out a
truthful dialog?

83. Does your brand
embrace people’s
vulnerabilities and
show its own's?

84. Is your brand
willing to make
sacrifices in
order to benefit
the community?

85. Your brand’s
purpose is linked
to an important
social need?

86. TO LEARN
MORE ABOUT
EMPATHY

87. 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

88. Empatia ON Medium: https://medium.com/@empatia

89. 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

90. Empatia no Medium: https://medium.com/@empatia
THE END