Empathy: The new currency of Brand Connection

In today's rapidly evolving marketing landscape and the age of AI, empathy emerges as a unique human superpower and a critical business asset.

Empathy-driven marketing is a rising trend among Cannes Lions Award-winning campaigns, reflecting a shift in how brands engage with audiences. 

Empathy isn't merely a "soft" skill; it transcends deep understanding. It’s about action: delivering tangible solutions, showing genuine care, and supporting daily life. Managing brands with an empathetic mindset fuels innovation, inspires new services, packaging improvements and impactful communications.

2025 Titanium Lions winner AXA (Three words campaign) exemplifies this trend with highly engaging campaigns rooted in empathy.  

Drawing from its vast creatives and brands performances databases, Ipsos provides compelling proof of empathy's effectiveness.

Empathy is strategic and propels Creative Effectiveness

Across 1,700+ ads, ideas grounded in empathy – ads reflecting audience identity, emotions, or values – are 79% more likely to drive brand choice. The key is crafting resonant experiences by embedding empathetic insights, making consumers feel understood and represented. 

Ipsos' analysis of short-form video ads reveals that balancing creative and empathetic experiences, blending entertainment with content representing the audience’s world, is more effective.

Empathy is a driver of brand success

Empathy fosters stronger brand-consumer relationships, translating to long-term value. Ipsos BVC analysis shows that empathy acts as a catalyst that amplifies key brand metrics such as Brand Closeness and Share of Wallet. Ipsos data shows a clear correlation between brand closeness and brand performance. People are willing to spend significantly more (7x) on brands they love. The Cadbury "Birthday" 2024 campaign exemplifies this, connecting with consumers on an emotional level and becoming part of their lives builds brand closeness and distinctive emotional associations.

Empathy and generations

Ipsos underscores that empathy isn't a one-size-fits-all but a tailored approach, further enhancing its efficacy across diverse demographics, countries and generations. Genuine empathy requires understanding diverse values across generations and cultures. 

These findings illustrate the transformative power of empathy in brand storytelling – it's a pivotal shift from transactions to enduring relationships. Brands leading with empathy are often more courageous, creative, and connected, and those who commit to empathy will ultimately win.

Visit the Cannes section of the Ipsos website for more insights.

Sources: 

• Ipsos Global Ad Testing Meta-Analysis (n=1,734 cases)
• The Misfits way : Source: Ipsos Gobal meta analysis from Early Ideas routes database tested with Instant|Labs (200+ cases) Early advertising routes database tested in Instant|Labs (1,465 cases)
• Ipsos Creative|Spark Social Video analysis cases (n=191 cases) and Short-Form Video cases (n=489)- Reference: Ipsos Views:Short-form social Misfits
• Ipsos BVC Database 2013–2023
• Ipsos Global Trends 2024