Discuss.io in Quirk’s Media: Consumer empathy is a C-level concern

Discuss.io Chief Strategy Officer Jim Longo in Quirk’s Media

It’s easy to become myopic in the world of business. Reducing customers to statistics and always eyeing KPIs is only natural; success lies in the numbers. Yet the more insular an organization gets, the more divorced it can be from the everyday reality of consumers lives – the thoughts and aspirations they hold, and the motivational factors that drive their spending habits.

After a year of pervasive sickness, social isolation, economic hardship and an underlying mental health crisis, it’s not enough to just sell a product. Where a brand stands, and where a consumer aligns with that position, is increasingly important. Social awareness is essential for modern brands, and arriving at that awareness needs to be a dialogue both internally and with consumers themselves.

Empathy is an organizational imperative. Now is a crucial crossroads for brands to reconnect with consumers on a human level in order to better understand what they need from brands right now.

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