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

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

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.”