“You can only understand people if you feel them in yourself”
– John Steinbeck
Why empathy?
At its most fundamental level, empathy is the ability to understand and share the feelings of another.
It’s hardly a radical concept, and yet it seems like empathy is in increasingly short supply. From algorithms that funnel us into ever-narrowing echo chambers, to a polarization of discourse in every corner of our lives, the gulf that separates us from our fellow human beings can feel like a growing chasm.
For those of us who work in consumer research, innovation and branding, the ability to connect with people in a meaningful way – to understand them as human beings, not just consumers – is more important than ever.
We believe that empathy can be learned.
We all know people who are natural empaths – they’re a joy to talk to. They make us feel seen and heard. They seem to connect instantly with people of any background, identity or ideology.
It’s an ability that can appear almost supernatural.
And yet, we believe that through training and practice, anyone can be an empath.
Developing our empathic abilities has the potential to make us better friends, partners, colleagues, researchers, parents and children. It’s a skillset that has lifelong value – not just for us, but for the people around us.