The empathy gap in our country is widening. According to PWC, 64% of U.S. consumers believe that companies have lost touch with the human element of consumer experience.
Why is this so dangerous? Andrew Blackburn, a master writer for Hallmark, said it’s simple. People remember what they feel. And ultimately, when you have a good memory around a product, you’re going to be more likely to buy it over and over again.
Although Blackburn was discussing empathy at a writing workshop during the Ag Media Summit, it wasn’t lost on me that he was talking about a lot more than writing.
Empathy Drives Action
Empathy is something we all need more than ever right now, he said.
“Empathy is feeling ‘with,’ while sympathy is feeling sorry about someone’s situation,” Blackburn explained. “We all have empathy, but we have to choose to use it.”
To be effective in business, what we do has to resonate with someone. For it to resonate, Blackburn said it has to connect with the audience’s needs. When this is done in an authentic way, it drives people to action.
Know Your Audience
The same can be said about pig farming. It doesn’t matter how great the pork we produce is if it doesn’t connect with the people buying it. That’s why it’s so important to know your audience.
For example, if you want to sell more pork, spend time understanding what consumers want and need. We need to have a knowledge and appreciation for what drives them, for what motivates them to take action. It’s exciting to see the work being done right now to better understand consumer types and motivation.
“It’s hard to advocate for someone you don’t understand,” Blackburn said.
Empathy is a powerful tool to help us continue to bridge gaps. How can putting yourself in someone else’s shoes be the difference maker?
