Empathetic communication smooths decision making.

When Dove launched its “Real Women” campaign it stood out as a brand that validates each woman for the unique being she is. When combing through a dizzying array of beauty and hygiene products at the supermarket, we see the Dove logo and think positive thoughts, observing the calm-colored and smooth-shaped packaging, and placing it into our basket before even considering the product’s actual value in relation to other similar products. Because it just feels right.

This example illustrates that perceived value is complex, and there is more to a purchase decision than price and utility. Our decision-making processes are driven by many factors. Our brains process Dove’s empathy by relying on an extensive list of decision-making heuristics and cognitive biases we have honed throughout our lives.

The study of our decision-making processes crosses several scientific disciplines such as human behavior, economics, sociology, anthropology, and neurochemistry. We can learn a lot from the contemporary work of Nobel Laureate Daniel Kahneman, a psychologist who has done a great deal of important work in the field of decision-making. In his book, Thinking Fast and Slow, Kahneman describes how we rely on two distinct thought processes, fueled by subjective heuristics and biases, that drive decision-making: System 1 is a fast, automatic, emotional, and subconscious thought process that relies on knowledge and information that is easiest to access. System 2 is used for slow, logical, calculating, and conscious thinking. When it comes to low-risk, low-stakes decisions like buying hand soap or choosing a park for kite flying, we keep it simple and easy, defaulting to System 1. When it comes to buying a house or asking for a raise, we turn to System 2, serious business.

Marketers are constantly striving to get their products considered in consumer decision-making processes. We do this by building credibility and favor for the brand, so our target audience keeps us in consideration for their next purchase. In influencing brand perception, companies try very hard to leverage empathy, and sometimes it doesn’t work out as planned.  

Empathetic branding requires grit.

In 2017, Dove released a set of six oddly-designed “real beauty bottles” for its body wash products. Each package is shaped differently, claiming to “celebrate” the diverse body shapes of its target audience, the “real woman.” The internet quickly went up in a stir, criticizing and ridiculing the company for trying too hard. Right or wrong, you and I know that these are the types of risks we take to make a splash. Sometimes they flop, sometimes they rock. But when all is said and done, conviction and intention will typically outlive initial blowback. In this next example, a growing, mission-driven business shows us how this is done in practice.

In early 2018, the female-centric investment platform, Ellevest, launched its “Invest Like a Woman” campaign. Even this carefully planned campaign was met with criticism, but that’s when CEO Sallie Krawcheck doubled down on her mission. She was adamant that this was more than a marketing ploy, and acknowledged that she wasn’t always an advocate for gender-specific investment platforms, recognizing that woman-targeted campaigns often “talked down” to women. Though Sallie’s greatly successful Wall Street reputation precedes her, she frequently reinforces the importance of woman-specific investment strategies through public messages that stand by the need to “invest like a woman.” Ellevest will continue to grow because of Sallie’s relatable, visionary, and empathetic message. This type of dedication to the vision will endure far longer than a week-long Twitter backlash.

Empathy is not a marketing ploy, it’s a feeling, it’s a commitment — if you’re fake, the market will set you straight.

Empathy doesn’t need to be part of a massive brand campaign to make a significant impact on brand perception. Empathetic interactions should be managed throughout the customer’s journey to increase moments of delight and reduce moments of friction. The next space to watch is the automation of interactions, there’s a big opportunity to leverage increasingly capable AI to deliver just-in-time communications and customer support that improve customer satisfaction and brand perception. Hit the link to keep reading: The Empathetic Brand and Being Human with Technology.