Empathy in marketing may seem like the new buzzword, the new shiny object to grab our attention. But for me, it has been foundational throughout my career. In fact, I cannot imagine a successful marketing strategy that doesn't, in some way, tap into empathy.

As a society today, the pandemic and racial inequities are prompting many brands to reflect on their values and tap into empathy in ways they have not needed before. Will the responses be honest and relevant or will it be a gesture to be seen as trite and superficial? Time will tell.