Consumer Empathy for Brands - Part 3 — Eleni Bennett Consulting

How Consumers Empathize With Brands

It is no secret that in the current climate (i.e., rising inflation, cost of living crisis, category congestion, and shifting consumer values - just to name a few), consumers are becoming more discerning about where they spend their money and how they invest in products, services, and brands.

Their relationship with brands transcends what we used to traditionally think of as consumer “loyalty” and into a more involved relationship called “Consumer Empathy.”

This four-part series will dive into what Consumer Empathy is, why it’s important, how consumers empathize with your brand, and what areas of business you should prioritize to drive Consumer Empathy.

How to Build Empathy

So far in this series, we have defined Consumer Empathy, and discussed why it is important. Building a relationship with consumers based on empathy requires brands to understand HOW consumers relate to them on a personal level. In this third installment, we dive into how consumers empathize with your brand.

With the expectation for personalization, and extremely accurate algorithms (looking at you, TikTok), there is an ever-increasing expectation for brands to not just know, but more deeply understand their consumers. Additionally, there is a desire for consumers to feel “seen”, not as a collective group, but as individuals. To feel seen and feel close to a brand or business, there needs to be 1) personal identification, 2) cultural relevance, 3) a feeling of personal understanding, and finally, 4) a relationship built on trust.

Personal Identification

Personal identification is the first crucial element of how consumers empathize with brands. Personal identification refers to the idea that consumers develop strong relationships with brands when they identify with the core elements of those brands. Prior to even considering, purchasing, or engaging with brands, consumers are subconsciously considering “What does using or wearing this brand say about me?”, “Does this brand represent who I feel I am as a person?” or “Does this company support or believe in the same things I do?”.

For consumers to feel close to your brand, they need to be able to identify with or relate to core elements of the brand (i.e.: the purpose, values, vision, actions, ambassadors, etc.). More specifically, when consumers relate to a brand, they can identify, compare, and liken core components of the brand to their own personal identity – how they see themselves. A consumer’s personal identity encompasses a range of factors, including values, experiences, beliefs, appearance, culture, and interests (now I think you’re starting to get how critical it is to understand your consumer!).

As such, personal identification is an important concept for two reasons. 1) it helps consumers connect with and relate to your brand, and 2) your brand helps consumers express elements of their personal identity to the world around them.

In a study done by Chip Research it was found that just over half (56%) of participants say that the brands they use or associate with are important in defining how they see themselves. Additionally, brands serve as a way to enhance more important aspects of their identity such as family relationships or friendships. Furthermore, 53% of people say they feel connected when that brand’s values align with their own.

Consumer and brand relationships go even further than being an individual and personal lived experience as 55% of participants also agree that the brands they see others using say something about who those people are. It is an outward communication to the world and those close to them about who they are, and what they stand for.

Cultural Relevance

Cultural Relevance is another essential component that brands must consider to build empathy with consumers. Brands must understand and reflect current and, better yet, near future cultural shifts and trends to remain relevant in a constantly changing world and to avoid being perceived as “out of touch.”

Staying aligned with culture essentially means that a brand is able to stay current and relevant with trends in the market and the changing values, beliefs, and behaviors of its consumers. This involves understanding the values, beliefs, and behaviors of the target audience, as well as the broader cultural and societal context in which the brand exists. A study done by Magna Global, "The Impact of Culture on Advertising Effectiveness", found that ads that are culturally relevant are more effective at grabbing consumers' attention, generating interest, and driving purchase intent.

One example of a brand that has successfully stayed aligned with culture is Nike (no surprise there!). The company has been able to tap into cultural conversations around social justice, diversity, and equality by releasing campaigns that reflect those values – even if they are controversial or polarizing for a subset of their consumer base. At the end of the day, their campaigns resonate with consumers who see Nike as a brand that shares their values. Another example is Fenty Beauty. The brand has been praised for adapting to changing trends and consumer preferences as well as the brands’ commitment to inclusivity, particularly in terms of diversity of skin tones, body types, and personal identity. This has resonated with consumers who have historically been underserved by the beauty industry. By prioritizing inclusivity and diversity, Fenty has established itself as a socially conscious brand that aligns with the values of its target audience and creates a space for belonging.

In both examples, we also need to note that authenticity is imperative. Brands need to be authentic in their approach and participation in cultural conversations by aligning to those that reflect their own purpose and internal value sets. By jumping into these spaces without understanding your “why”, conversations and approach is at risk of coming across as tone-deaf or opportunistic. Consumers are increasingly savvy and can quickly spot when a brand is being inauthentic in its attempts to align with culture.

Brands that can stay in tune with the cultural zeitgeist and shifting trends are more likely to succeed in today's fast-paced and ever-changing marketplace.

Personal Understanding

Personal Understanding is similar to Personal Identification, as it involves consumer’s personal identity, but differs in consumers desire to be understood. Consumers want to feel like a brand “sees” and cares for them, as more than just a way to make money. A brand’s responsibility shifts from simply “learning” about their consumer, to truly understanding them. As we well know, consumers are multifaceted individuals. No two people are alike, and brands should not treat them as such.

Consumers need to feel that a brand "sees" them and understands their needs, desires, and preferences. Over half of consumers (51%) say their relationship with a brand starts when they feel the brand understands them and their desires. Brands must actively listen to their consumers in order to learn more about them (let’s go beyond the demographic data here!), and use the information they gathered to personalize their messaging and offerings to create deeper connections.

It's also important to note that understanding your consumers is not just a one-and-done job. No singular research article or study will provide all of the answers. Understanding your consumers is an ever-evolving, always-on task that requires consistently staying in touch with the needs, feelings, desires, and perceptions of your consumers.

Building Trusting Relationships

While we now know what consumers want or expect from brands (personal identification, cultural relevance, and personal understanding), none of those can exist without a foundation of trust. We talked a lot about building trust with consumers and why it is an important foundation to turn active users into advocates for your brand. Consistent with the above three themes, according to an article by Forbes, Trust is built on the cause that consumers care most about – themselves.

To build any relationship (even brand-consumer relationships), there needs to be trust. It goes beyond a transactional, one-way relationship, and transcends into a symbiotic relationship – remember, we talked about the definition of relationships in Part 1, What is Consumer Empathy?

To dive deeper into developing trusting relationships with consumers, we will introduce the Social Penetration Theory (ignoring the name, it was clearly developed by psychologists and not marketers). Social Penetration Theory is a theory in social psychology that explains how interpersonal relationships develop and evolve over time. It suggests that as individuals engage in communication and share information about one another, they gradually reveal more intimate and personal information about themselves, leading to deeper levels of relationship development and trust which ultimately build friendships. The theory is very much akin to the metaphor of peeling back layers of an onion to get to the core of understanding individuals, or in consumers’ case, a brand.

In addition to key trust building factors such as authentic communication, transparency, and delivering on promises, the core principle of the Social Penetration Theory that we want to highlight is mutual disclosure. Mutual disclosure is the idea of exchanging and sharing personal and relatable stories, feelings, or experiences that help build trust and understanding. Applied to brands, mutual disclosure helps consumers connect with the brand on an emotional level by learning more. Brands can create opportunities for consumers to get to know them better through sharing their values, history, and mission in transparent, authentic, and accessible ways.

By building trust with consumers you, in essence, you want to develop close friendships with them that are mutually beneficial.

Wrapping It All Up

To drive consumer empathy, brands must focus on building trust through mutual disclosure, promoting personal identification, keeping up with cultural relevance, and fostering feelings of personal understanding among consumers. By doing so, brands can create a deeper connection with their consumers and drive loyalty and advocacy.

To learn more about implementing all of these principles, check the 4th and final installment of our Consumer Empathy for Brands series, “How to Drive Empathy With Your Consumers”.

Consumer Empathy for Brands - Part 3