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“Empathy is not a nice-to-have. It’s not a soft skill. It’s the one thing separating a society that thrives from one that tears itself apart.”

Think about the last time you truly felt heard. Not just acknowledged. Not just nodded at. But heard—on a level where someone didn’t just understand your words but understood you.

Now ask yourself—how often does that happen?

We live in a world that celebrates logic, efficiency, and data. Numbers drive decisions. Spreadsheets justify actions. Policies are built on economic forecasts, not lived experiences. But here’s the problem: when we ignore empathy, when we forget that real people are at the heart of every decision, we create systems that may function well on paper but fail spectacularly in practice.

Empathy isn’t a weakness. It’s not some feel-good concept that belongs in TED Talks and therapy rooms. It’s the secret ingredient of leadership, the cornerstone of good policy, the difference between a brand people tolerate and a brand people love. And yet, we continue to undervalue it.

Why?

Why Do We Keep Pushing Empathy Aside?

The world rewards decisiveness, strength, and results. It tells leaders: “Make the hard choices. Stick to the data. Don’t let emotions cloud your judgment.” And sure, numbers matter. Efficiency matters. But when they come at the expense of human connection, we create a world where:

  • Politicians craft policies that look great in reports but devastate communities.
  • CEOs chase profits without realizing they’re crushing the morale of the people keeping their company alive.
  • Brands pour millions into marketing but fail to actually understand their customers.

This isn’t about being soft. It’s about being smart. Because a world without empathy is a world where people feel disconnected—from their leaders, from their jobs, from each other. And when that happens, trust erodes. Loyalty disappears. Progress stalls.

What Happens When Empathy Goes Missing?

Let’s be real: we’re seeing the effects of empathy’s decline everywhere.

  • In politics: Leaders who talk, but don’t listen. Voters who feel unheard and turn to extremes. Policies built for efficiency, not for people.
  • In business: Companies that optimize everything—except human experience. Employees who feel like numbers. Customers who are just data points.
  • In society: Conversations that feel more like battles. Social media debates where the goal isn’t understanding—it’s winning. A world where compassion feels like a liability.

When empathy disappears, society doesn’t collapse overnight. It just starts to fray—slowly, quietly—until one day, we look around and wonder how we got here.

The Leaders Who Get It Right

Now, let’s flip the script.

What do the most respected leaders have in common? What makes certain politicians, CEOs, and cultural icons stand out?

They connect. They listen. They understand not just what people say—but what they mean.

Take @barackobama, for example. Whether you agreed with his politics or not, his ability to connect with people was undeniable. He made people feel seen. He understood that facts alone don’t move people—stories do. Connection does.

Or think about the brands that people love—not just tolerate. The ones that don’t just sell products, but make you feel something Nike. Patagonia. They don’t just talk at you. They get you.

That’s not an accident. That’s empathy.

So, What Do We Do?

If we want a world where leadership actually serves people, where businesses actually understand customers, where conversations actually bring us closer instead of pushing us apart, we need to stop treating empathy like a footnote.

Here’s how:

  1. Redefine Strength. Being “tough” doesn’t mean ignoring emotions. It means understanding them—and making decisions with that understanding in mind.
  2. Make Listening the First Step, Not the Last. Before leaders make policies, before businesses launch products, before we hit “send” on that email—pause. Listen first. Because the best decisions come from understanding, not assumptions.
  3. Reward Connection. Right now, we measure success by profits, efficiency, and speed. But what if we also measured how well we connect? What if we valued emotional intelligence as much as technical skills?

The Bottom Line

Empathy isn’t optional. It’s not a side note. It’s the foundation of everything that works in society.

Great leaders? Empathy.
Great businesses? Empathy.
Great relationships, great movements, great change? It all starts with one thing: the ability to understand and care about someone who isn’t you.

So let’s stop treating empathy like an afterthought. Let’s stop acting like logic and emotion are enemies. Because if we really want to move forward—not just efficiently, but meaningfully—we need to start putting empathy back where it belongs: at the center of everything we do.

Because progress isn’t just about moving forward. It’s about moving forward together.

In this moment of profound cultural change, activism no longer lives solely in the hands of grassroots movements or the impassioned cries of the streets. It has entered the corporate boardroom, where brands weave social causes into their identities, draping themselves in the language of justice. On the surface, it seems promising—the deep pockets of corporations lending their weight to critical issues. But we must pause and ask: does sincere activism get drowned out by this rising tide of virtue-signaling and commodified empathy? (image)

The Fragile Line Between Advocacy and Appropriation

There was a time when activism was raw, urgent, and unmistakably human—led by those whose lives and futures were on the line. Today, it’s often led by branding consultants and marketing teams eager to align with the zeitgeist. Justice becomes a slogan; equality, a selling point. These once-sacred calls for change risk being hollowed out into soundbites on glossy billboards.

This is where it gets dangerous. When corporations speak the language of justice, they claim a kind of moral allyship. But allyship without accountability? That’s just theater.

How many brands do you know that flood their social media with hashtags while quietly ignoring their own discriminatory practices, exploitative supply chains, or glaring lack of diversity in leadership? What’s left behind isn’t activism. It’s an empty echo—one that risks cheapening the struggles of those fighting for real change.

When the Noise Drowns Out the Signal

In this age of media saturation, movements don’t just face resistance; they face competition—competition from branded campaigns that reduce their urgency to a trending topic. Hashtags that once carried the weight of real struggle now live alongside seasonal sales promotions. And in that sea of corporate messaging, the authentic voices of grassroots activists can find themselves drowned out.

What happens when everyone claims to care? When every logo turn into a flag of solidarity?

The result isn’t empowerment. It’s disillusionment. Consumers, overwhelmed by a deluge of campaigns, start to wonder who is sincere and who is simply seizing a marketing opportunity. Grassroots movements—those built on sweat, sacrifice, and unyielding resolve—can find themselves sidelined by well-funded but superficial corporate messaging.

Trust as the Foundation of Change

Real activism is built on trust. It’s a contract between those seeking change and those they call upon to help. Grassroots organizations earn that trust through consistent, tireless efforts rooted in lived experience. Corporations, by contrast, must borrow it. And borrowing trust is a high-stakes game.

When brands overpromise and underdeliver, when they tokenize causes without committing to systemic change, they risk not only their reputations but also the credibility of the movements they claim to support.

Activism becomes a commodity—packaged, sanitized, and stripped of its revolutionary edge. What remains is a kind of empathy that’s been flattened into a product—easy to consume but devoid of substance.

Performance vs. Progress

Let’s be clear: branding social justice isn’t inherently wrong. Corporations have vast resources and platforms that can amplify critical issues in ways grassroots movements often cannot. But amplification isn’t enough. Without action, without accountability, without a commitment to the unglamorous work of systemic change, this amplification risks becoming a distraction.

Performative activism doesn’t move the needle. It creates the illusion of progress while leaving the status quo intact. It takes the hard questions—about power, inequality, and structural injustice—and replaces them with soft-focus ad campaigns and catchy taglines. Movements are not campaigns. They are battles. And battles cannot be fought with branding alone.

A Blueprint for Genuine Corporate Activism

To avoid drowning out sincere activism, corporations must do more than ride the wave of popular sentiment. They must lead with integrity and purpose. Here’s how:

  1. Listen Before Speaking: The loudest voices in a movement should belong to those most affected. Corporations should amplify these voices, not overshadow them.
  2. Align Values with Actions: If a company claims to champion equity, those values must be visible in their hiring practices, supply chains, and governance. Empty words won’t cut it. Walk the talk!
  3. Be Transparent: Progress is messy. Consumers can accept imperfections, but they won’t tolerate dishonesty. Own your shortcomings, and commit to doing better.
  4. Invest in Long-Term Change: Beyond campaigns, fund initiatives that tackle systemic issues—education, policy change, and community development.

Reclaiming the Soul of Activism

The future of activism doesn’t belong to corporations—it belongs to the people. But corporations can choose to be allies in this fight. They can wield their power to lift others rather than themselves. They can invest in a world where their success is measured not by profit margins, but by the progress they’ve helped achieve.

This moment demands more than commodified empathy. It demands courage—the courage to go beyond slogans, beyond trends, beyond the easy wins. Let us not allow sincere activism to be drowned out by the noise. Let us insist on clarity, integrity, and action—ensuring that the voices calling for justice remain fierce, unyielding, and impossible to ignore.

TikTok has been hailed as the great equalizer of modern marketing—a space where brands can reach millions with a single, well-timed post. Its algorithm rewards creativity and engagement, making it a tantalizing platform for brands eager to connect with younger audiences. Yet, new research reveals a troubling truth: much of this content isn’t working.

According to DAIVID, a global creative effectiveness platform, a staggering 84% of branded TikTok videos fail to deliver meaningful emotional engagement or recall. Even more concerning, 24% of these videos evoke intensely negative emotions, such as awkwardness, anxiety, or even disgust. For a platform built on fun and connection, these numbers are a wake-up call.

TikTok’s promise of virality comes with risks, and as more brands jump on the latest dance or hashtag challenge, a deeper issue emerges: When everyone is doing the same thing, what makes you stand out? Are we not supposed to continue building brands on differentiation?


The TikTok Trap: Chasing Trends, Losing Identity

TikTok’s algorithm is a double-edged sword. It rewards content that fits within existing trends, encouraging brands to mimic what’s already working. The result, many brands are producing content that feels interchangeable.

But here’s the problem: TikTok users might engage with these videos, but they don’t always remember the brands behind them. Research shows that TikTok content is 9% less likely to generate intense positive emotions and garners 2.5% less attention than global averages. This isn’t just a numbers game—it’s a question of relevance.

When every coffee shop, sneaker company, and clothing brand participates in the same viral dance, their messages blur together.

TikTok might boost short-term engagement, but does it build long-term loyalty, does it get your message across?


The Danger of Sameness

The biggest issue with TikTok marketing isn’t its creativity—it’s its conformity. The pressure to stay relevant on the platform often leads to a flood of repetitive, low-risk, low-value content.

According to Influencer Marketing Hub’s 2024 TikTok Marketing Report, user-generated content (55.7%) outperforms branded challenges (13.1%) in effectiveness. This suggests that audiences value authenticity over slickly produced, trend-chasing videos.

Even worse, DAIVID’s data highlights that 24% of TikTok videos evoke negative emotions, undermining brand trust. Whether it’s a poorly executed challenge or a tone-deaf campaign, these missteps have consequences. Consumers aren’t just disengaging—they’re forming negative associations with the brands involved.


Breaking Free From the Algorithm

The good news? Brands don’t have to play by TikTok’s rules to succeed on the platform. Instead of chasing trends, they can focus on creating content that reflects their unique voice and values.

  1. Lean Into Authenticity:
    TikTok thrives on genuine, relatable content. Instead of mimicking trends, brands can spotlight real stories, user-generated content, or behind-the-scenes glimpses.
  2. Embrace Feedback:
    According to the TikTok Marketing Report, 67.8% https://influencermarketinghub.com/tiktok-marketing-report/of marketers consider community feedback critical to their content strategies. Listening to what audiences want—and adapting accordingly—can set brands apart.
  3. Be Bold and Purposeful:
    Trends may drive views, but purpose builds loyalty. Brands that align their content with their mission and values will foster deeper connections.

The Opportunity Ahead

TikTok isn’t the problem—it’s how brands use it. The platform offers unparalleled reach and creativity, but only if brands resist the urge to conform. Instead of chasing fleeting trends, the most successful brands will innovate, crafting campaigns that are memorable and meaningful.

Great brands don’t just follow the crowd. They lead with purpose, the differentiate.

In a world of constant content, the challenge isn’t going viral—it’s being remembered.

The path forward is clear, and if the influencer marketing landscape has taught us anything, it’s that authenticity always wins in the long run.

So, the next time your marketing team proposes a TikTok dance or a challenge, ask: “Does this reflect who we are—or just what’s trending?”

In a world where attention spans are short and sameness is everywhere, the boldest move a brand can make is to be itself.


Takeaways from the Data

  1. 84% of TikTok videos underperform in emotional engagement and brand recall.
  2. 24% of TikTok videos evoke negative emotions, harming brand trust.
  3. User-generated content (55.7%) outshines branded challenges (13.1%) in effectiveness.
  4. Community feedback (67.8%) is critical for shaping successful campaigns.

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You’re a Sucker, and They Know It

Every time you share that perfectly framed shot of your morning latte, or tag your favorite sneaker brand, you’re doing free labor. You’re not just a consumer anymore—you’re a pawn in the biggest unpaid workforce in history. And guess what? They’re laughing all the way to the bank.


The Greatest Marketing Scam of All Time

Brands don’t need to hire celebrities or influencers anymore.Why pay when they can get you to do it for free? Through clever tricks—branded hashtags, loyalty programs, and “exclusive” drops—they’ve weaponized your social clout against you and you are just spamming your friends.

You think you’re sharing a moment. They know you’re doing their dirty work. And the best part? You’re thanking them for it.


You’re Not Cool—You’re a Billboard

Let’s cut through the BS. When you tag your latest purchase, what are you really doing? You’re not just sharing your life; you’re selling for them. Every post, every story, every retweet turns you into an unpaid advertiser. Congratulations, you’ve become a walking, talking billboard—and you’re paying them for the privilege. While some influencers and micro influencers are being paid …you earn nothing! You are just the consumer. Why they get to paid and you don’t ?

And those “likes” and “shares” you’re so addicted to? They’re the breadcrumbs brands leave behind to keep you hungry for more.


The Brands Don’t Care About You

Think you’re building a relationship with your favorite brand? Think again. They don’t see you as a person—they see you as a tool. A resource. Something to exploit. The more you post, the more they profit. And what do you get? A dopamine hit and maybe a shoutout on their Instagram feed.

Here’s a harsh truth: they’re profiting off your vanity and insecurity. You want validation, and they want your network. It’s a perfect system—for them.


You’re Building Their Empire for Free

Every time you share a product, tag a brand, or rave about your latest purchase, you’re adding bricks to a castle you’ll never own. You’re increasing their reach, boosting their sales, and fattening their bottom line.

Meanwhile, you get…what? A discount code? A “thank you” email? Don’t you feel that you’re being use ? And the worst part? You’re okay with it.


The advertising industry has tricked you into thinking you’re part of something bigger

r. That you’re special. That if you share their products, you are being a cool part of their closed circle of friends. But here’s the truth: you’re being played. Your value is immense, and they’ve convinced you it’s worthless.

Imagine the collective power of millions of people refusing to play along. What if we demanded more? More transparency, more benefits, more equity. What if we all stopped working for free? The moment consumers wake up, the game changes.


Here’s the challenge: Stop tagging. Stop sharing.

Stop letting brands leech off your influence without giving anything real back to you in return. If they want your endorsement, make them earn it. Demand real value. Push back.

Because until you do, you’re just another cog in their billion-dollar machine. And trust me, they won’t stop until you do.


So, next time you’re tempted to tag your favorite brand, ask yourself: What’s in it for me? And if the answer is “nothing,” maybe it’s time to stop playing their game.

Maybe that little girl in the video is on to something.

In 2024, several brands failed to connect with consumers, often due to poor alignment with consumer expectations, tone-deaf messaging, and operational missteps. Here are some key reasons and examples:

  1. Disconnect with Consumer Values: Many brands are failing because their actions contradict the values they publicly support. For instance, Kyte Baby, a family-focused brand, faced backlash for not supporting an employee during a family crisis, damaging its reputation as a brand for parents. This highlights how consumers demand that brand actions align with their purported values, especially on sensitive issues ​Embark.
  2. Tone-Deaf Marketing: Brands like Kellogg’s have struggled with messaging that comes across as insensitive. When Kellogg’s CEO suggested that families consider “cereal for dinner” as a solution to rising food costs, it led to criticism, as consumers felt the statement trivialized economic hardships. This example underscores the importance of empathetic communication that genuinely resonates with an audience’s lived experience ​Embark.
  3. Failure to Meet Expectations: Brands promising immersive or high-value experiences but failing to deliver are also seeing significant backlash. The “Willy Wonka Experience” in Glasgow promised an enchanting event, but attendees were met with minimal attractions and disappointment. This incident highlights the risks of over-promising in marketing campaigns, as unmet expectations can lead to rapid reputational damage ​Ad Age.
  4. Misuse of AI and Technology: Over-reliance on AI without sufficient quality control has led to failures in creative campaigns, such as Toys R Us’s AI-generated ad featuring distorted visuals, which detracted from the brand’s appeal and raised concerns about quality standards in AI-produced content. Brands must balance technological innovation with quality assurance to avoid eroding trust ​Ad Age.
  5. Neglecting Transparency and Authentic Engagement: Consumers are increasingly critical of brand authenticity. For example, OpenAI faced backlash after the release of a voice assistant that closely resembled Scarlett Johansson’s voice, allegedly without permission, raising ethical questions about AI and intellectual property. Transparency in brand operations and communications is essential as consumers demand more openness​ Ad Age.

Tell me why I should work with you! via

Tell me why I should work with you! via

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