The Complete Guide to Empathetic Marketing

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Successful empathetic trading is astir connecting your assemblage and your brand. That doesn’t mean conscionable throwing ads astatine your audience. It intends creating truly valuable assets — contented that serves customers’ needs and addresses their astir important symptom points.

empathetic contented trading

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This type of contented is overmuch easier to create erstwhile it's informed and driven by empathy. When you put yourself successful your customers’ shoes, you tin much easy admit struggles and deliberation critically astir nan champion solutions.

Below, let’s spell complete why empathetic trading is specified a powerful strategy for businesses of each types and sizes, tips for infusing much empathy into your marketing, and a fewer real-life examples of empathetic trading successful practice.

Table of Contents

  • The Benefits of Empathetic Marketing
  • Tips for Empathetic Marketing
  • Empathetic Marketing Examples


What is empathetic marketing?

Empathetic trading is nan believe of putting yourself successful your customers’ shoes to tailor your trading to their circumstantial wants and needs. Using empathy successful your trading is customer-centric and involves a heavy knowing of who your customer is, their biggest challenges, and what motivates them to return action.

The Benefits of Empathetic Marketing

As Dr. Brené Brown notes, “Empathy is emotion with people.”

Showing empathy successful your trading helps build spot betwixt your marque and your customers. And during a clip erstwhile much consumers are losing assurance successful brands, marque spot is simply a awesome triumph if you tin execute it.

A 2022 PwC study recovered that only 30% of consumers person a precocious level of spot successful companies.

If you tin get connected nan different side, however, you whitethorn beryllium connected your measurement to becoming 1 of nan most trusted brands by consumers.

All it takes is simply a much insightful position connected wherever your customer is coming from, their needs, and really your marque tin thief them meet their goals.

Tips for Empathetic Marketing

You cognize you want to infuse much empathy into your marketing, but really precisely tin you do that? Here are nan champion tips to retrieve if you want to beryllium an empathetic marketer.

Put nan customer astatine nan forefront.

Empathetic trading starts and ends pinch your customer, truthful it only makes consciousness to put their wants and needs astatine nan forefront.

Empathy is astir knowing thing from another’s position by seeing thing done their eyes. To empathize pinch customers, ideate their acquisition pinch your brand. Look astatine your merchandise aliases work from their viewpoint, and deliberation astir each measurement they whitethorn take.

Better yet, you tin travel real-life customer journeys to spot their actions erstwhile shopping connected your tract aliases digesting your content.

To genuinely understand your customers’ experiences pinch your brand, return clip to dive into each measurement of their travel truthful you tin amended understand what they whitethorn want aliases request during each stage.

Be unfastened to feedback.

Operating successful a vacuum is easy because that’s really they’ve ever been done. But to genuinely believe empathy successful your marketing, you person to bring your customers into nan readying facet truthful you tin perceive straight from them.

They tin stock what they want to spot from your marque aliases what should beryllium changed.

To cod feedback from your audience, spell straight to nan source. Run a study aliases big a attraction group to study precisely what your customers’ challenges are, what they need, and really they position your brand.

These insights tin thief you amended understand really your merchandise aliases work plays a domiciled successful helping your customers navigate their challenges aliases execute their goals.

Your customers will show you if nan messaging doesn’t land. Be unfastened to shifting your attack if that’s what it takes for your connection to resonate.

Always beryllium listening.

While you should ever cod nonstop feedback from your customers and audience, gathering insights that they don’t personally stock pinch you is essential. People thin to beryllium much honorable erstwhile they aren’t talking straight to a marque aliases deliberation nan marque won’t spot their comments.

Pay attraction to nan wide sentiment erstwhile your marque is mentioned online to spot nan wide feelings towards your company, whether affirmative aliases negative.

Tune into your customers' conversations, nan feedback they’re sharing astir their experience, and their wide sentiment astir your brand. You tin do this by monitoring societal media comments, checking retired reviews connected your site, aliases search reviews connected third-party sites.

Be genuine.

Understanding your assemblage and their various needs is basal to empathetic marketing. The past point you want is to break their trust. Being clone aliases putting connected a persona is nan quickest measurement to do that.

Whenever you stock contented aliases behaviour outreach, beryllium genuine successful your approach. Transparency goes a agelong measurement successful being authentic, truthful ever lead pinch empathy if you want your contented aliases messaging to resonate.

Provide your customer pinch nan correct content.

After each of nan listening and empathizing you’ve done, it would beryllium a shame not to put that learning into practice. And yet, immoderate brands proceed to stock contented their assemblage isn’t willing in. This is nan past point you want to do.

If you want your trading attack to resonate pinch your customers, delivering nan contented you promised them is essential.

After moving surveys aliases attraction groups, research really you tin set your product, messaging, aliases connection channels to amended meet nan needs of your astir loyal customers.

Empathetic Marketing Examples

Now that you cognize what empathetic trading is and really to incorporated it into your strategy, let's locomotion done 8 brands that nail empathetic contented trading crossed various media.


With nan tagline, “Fresh, handmade cosmetics,” LUSH is simply a beauty marque that is each astir earthy products.

As such, we spot its extremist transparency successful nan "How It’s Made" video series, wherever LUSH goes down nan scenes of immoderate of its astir celebrated products.

Each section features existent LUSH labor successful nan “kitchen,” narrating really nan products are made. Lush visuals (pun intended) showcase conscionable really earthy nan ingredients are.

You spot mounds of caller fruits, beverage infusions, and brackish swirled together to go nan merchandise you cognize and love. It’s adjacent parts absorbing and educational.

Why This Works

LUSH customers want to bargain beauty products that are genuinely natural. They attraction astir utilizing fresh, organic, and ethically originated ingredients — hence why nan videos characteristic colorful, close-up shots of freshly-squeezed pineapple and jackfruit juices to thrust that constituent home.

Taking customers wrong nan mill and showing them each portion of nan process — pinch a quality look — assures them that they tin devour these products pinch bid of mind.


LinkedIn Talent Solutions provides HR professionals nan devices they request to amended recruitment, worker engagement, and profession improvement practices wrong their organization.

LinkedIn Talent creates adjuvant contented connected a dedicated blog to supplement these tools. The blog offers tips that reside nan challenges of nan talent industry. LinkedIn besides develops reports offering deeper penetration into different manufacture sectors, specified arsenic this Workplace Learning Report.

Empathetic trading — One of nan graphs from a LinkedIn Talent study connected Workplace Learning showing that 83% of organizations want to build a much people-centric civilization while 81% of L&D departments are helping.

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Why This Works

One effective empathy trading maneuver is education. LinkedIn wants to empower its assemblage to do activity and prosecute amended (and usage its merchandise to do so).

This study is conscionable 1 instrumentality that offers its assemblage deeper penetration into nan manufacture while positioning nan marque arsenic a powerful resource.

Through offerings for illustration this, customers study that they tin trust connected LinkedIn arsenic a trusted root to guideline them successful nan correct direction, and LinkedIn tin proceed to supply solutions done its merchandise offerings. It’s a win-win each around.

The Home Depot

The Home Depot is simply a location and plot proviso shop that caters to each types of builders and DIY-ers — whether you’re a building worker building a gazebo aliases a homemaker experimenting pinch gardening.

In different words, their contented must cater to various demographics.

Home Depot is each astir DIY, truthful its trading focuses connected what its supplies tin thief you do.

This “How to Plant a Wildflower Garden pinch Seeds” guideline teaches consumers to turn their ain wildflower plot utilizing seeds, communal flower types to plant, and what supplies they need. It moreover outlines nan trouble level and estimated clip to complete nan project.

 The Home Depot offers a beginner’s guideline to planting a wildflower plot connected its website which showcases empathetic trading successful action.

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Why This Works

As 1 of nan most trusted brands by consumers, Home Depot knows its customers trust connected nan shop to proviso them pinch DIY devices and navigate these hands-on projects — pinch a small encouragement on nan way.

This speedy guideline delivers connected these needs and inspires customers to return action.


We’ve seen conscionable astir each twist connected gum marketing: sexy encounters, romanticist trysts, and more. Extra is pushing past that narrative.

The marque realizes that gum is simply a seemingly mundane product, but its omnipresence intends it’s location for galore of life’s small moments.

Hence, nan #ChewItBeforeYouDoIt run is each astir taking a infinitesimal to chew a portion of gum earlier doing, saying, aliases acting during your regular life. Extra suggests that doing truthful tin beryllium nan quality betwixt a bully infinitesimal and an awkward experience.

n Instagram station from Extra Gum that says “hitting ‘reply all’ connected an email” followed by nan brand’s run tagline, “chew it earlier you do it.” This station is an illustration of utilizing empathy successful marketing.

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Why This Works

In galore ways, gum is simply a merchandise meant to heighten intimacy, making your activity caller for much closeness. In our techno-connected world, those mundane moments of intimacy are often overlooked.

This run relates to regular moments we’ve each knowledgeable and points retired really thing arsenic elemental arsenic chewing gum tin make a quality successful your day.


Microsoft offers a scope of products from Azure to Microsoft 365. Many of these products are mostly utilized by developers to build their ain platforms aliases tools. To make judge these developers are supported, Microsoft created communities.

These communities thief developers link and study from 1 different and are organized into different merchandise categories, specified arsenic Microsoft 365 aliases gaming. People tin tailor their acquisition based connected what topics they’re willing in.

Empathetic trading illustration — The landing page for Microsoft’s developer communities which houses respective online communities for developers to link and study from 1 another.

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Why This Works

Developers are ever seeking tips and tricks for utilizing their go-to tools, and while location are galore integer channels from which to learn, going consecutive to nan root is ever a awesome option.

Through interactive communities, Microsoft ensures developers tin get nan support and training they request to usage its devices and moreover link pinch others.


In a world wherever Pinterest dominates, Michael’s concatenation of trade stores is making a play to seizure its ain assemblage connected its ain properties. The marque provides trade tutorials and merchandise features connected a projects page connected its website.

These projects connection step-by-step instructions connected creating various crafts for beginners and precocious crafters alike.

Each task connected nan tract besides includes links to materials you whitethorn request that tin beryllium recovered successful Michael’s online store. If you want much thief pinch your craft, Michael’s moreover offers virtual and in-store classes for prime projects.

Craft shop Michael’s shows empathy successful its trading pinch a projects page connected its website that provides step-by-step instructions for DIY projects.

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Why This Works

Crafting is an breathtaking hobby, but not without its ain frustrations. Providing useful tips and hacks connected really to do things amended via a free publication helps readers do much of what they emotion pinch less headaches.

Additionally, fans get to stock their enthusiasm done societal by utilizing nan hashtag #MakeItWithMichaels, helping Michael’s widen its scope to a bigger crafting audience.


JetBlue is simply a marque known for superb customer service and humor. At this point, we cognize wherever it flies and we cognize its hook, truthful its trading needs to widen beyond nan services provided.

As such, JetBlue’s contented focuses much connected nan world of flying and nan experiences we each have.

JetBlue is simply a marque known for superb customer service and humor. At this point, we cognize wherever it flies and its hook, truthful its trading needs to widen beyond nan services provided.

As such, JetBlue’s contented focuses much connected nan world of flying and nan experiences we each have.

JetBlue addresses each type of customer who whitethorn alert connected its planes, from families to pets to children. That’s 1 logic nan hose launched JetBlue Jr., an acquisition video bid for kids ages 7–10.

The videos spell complete each types of aviation topics, from vocabulary to physics, successful an entertaining and digestible measurement for kids to learn.

Why This Works

If you’re a parent, you cognize really overmuch of an undertaking it tin beryllium to alert pinch children.

Brand trading isn’t often tailored to children, truthful it’s refreshing to spot JetBlue see each passengers and empathize pinch a parent’s desire to support their kids entertained while traveling.

Girlfriend Collective

Girlfriend Collective is simply a sustainable clothing brand. While it has a devoted following, it’s ever searching for ways to much profoundly link pinch its audience. The company’s email trading transmission is simply a awesome outlet for that.

Girlfriend Collective uses email to stock caller products aliases upcoming launches. The marque besides mostly uses a targeted attack to thief customers make purchasing decisions, sending much personalized emails.

One email from nan marque was much individual than astir and showed heavy empathy and knowing for its audience.

Before Mother’s Day, Girlfriend Collective sent this email to customers, allowing them to opt retired of receiving Mother’s Day promos.

An email from Girlfriend Collective that gives customers nan prime to opt retired of upcoming emails that will characteristic Mother’s Day gift ideas, which is simply a awesome illustration of empathetic marketing.

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Why This Works

Holidays for illustration Mother’s Day aliases Father’s Day tin beryllium affectional for galore group for various reasons. Girlfriend Collective gave its assemblage a prime to opt retired of seeing these perchance triggering emails, which not galore brands return nan opportunity to do.

This move demonstrates that Girlfriend Collective cares astir its customers and sees them arsenic humans.

Ready to Try It?

Approach nan contented you activity to create from a position that puts others' wants, needs, and dreams earlier your own. That's nan smartest measurement to turn an audience.

In doing so, you’re showing group that you attraction astir them arsenic humans, first and foremost. People want to activity pinch (B2B) aliases support (B2C) group that they for illustration and companies that they judge “get” them.

You tin ever talk astir your marque and what you’re peddling erstwhile a relationship and a narration are established. But if you do things right, group will beryllium drawn to you, and you won’t ever person to toot your ain horn.

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