By Seb Joseph

The majority of the marketing world thinks empathy in business is about being nice but there are a growing number of progressive marketers ditching this assumption, viewing empathetic behaviour as a key way for them to have a bigger impact on performance and profit.

The shift stems from the ubiquity of social media and how consequently people expect brands to deliver their messages with humanity and authenticity in the channel. Telefonica and an unnamed car maker are among a growing pool of brands seeking out new ways to realise these expectations, partnering with business consultants Lady Geek to turn empathy into Read full story ›

Source: The Drum