According to a recent survey of 2,000 Americans aged 16 to 76 conducted by Method Communications, 50% of customers want brands to back up their claims with action.
Americans feel empathy is plummeting and they blame news, social media, politicians, and others for its decline. While nearly 25% of Americans believe empathy "doesn't matter", 73% believe it would be beneficial for society if people were more empathetic.
42% feel empathy has decreased in the last year, and 81% are concerned about this trend. A quarter of Americans fault huge corporations for society's lack of empathy, claiming they have too much power. When it comes to taking a stance, 37% expect brands to take a stance on public issues, and 26% believe brands should take a stance if it directly relates to them or their consumers.
Technology companies have also come under scrutiny, with 47% of respondents claiming that tech companies have no empathy for the common consumer. Americans want companies to demonstrate empathy by paying higher wages (43%), hiring a diverse workforce (40%), and being more accommodating (37%). 92% of consumers would like to see brands practice empathy.
[5 minute read]