Brands Need to Refine Their Empathy Messaging If They Hope to Reach Consumers

'We're here for you' messages are no longer enough

Achieving ‘Mainstream Green’ is key to a more sustainable economy. Read the new report on the CMO Sustainability Accelerator hub to learn more and take action.

Back in distant March and April, when the pandemic first clawed its way across the country, one brand after another lined up hastily produced spots reminding Americans that they were “here for you” and “ready to help” in these “challenging,” “troubled” and “uncertain” times—“now more than ever.”

These messages—along with the slow-mo stock footage of empty streets set to melancholy piano music—became so ubiquitous that a video titled “Every Covid-19 Commercial Is Exactly the Same” went viral.

Perhaps

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