Point of View: The empathy imperative

Molly Flatt

Despite social media bringing down the boundaries between cultural castes, studies have shown that empathy is in decline, thanks to our inability to shut off our self-involved 'tech brain'.

Point of View: The empathy imperative

Molly Flatt1000heads

Empathy has always been the emotional G-spot of advertising. If you can make a consumer believe that you truly share their pain and their dreams, you're more likely to convince them that you'll be able to plug that lipstick/car/consultancy-shaped hole in their soul. And one of the chief appeals of social media for marketers is its ability to bridge the divide between 'us' and 'them'. "If you're trying to persuade people to do something, or buy something," David Ogilvy said, "it seems to me you should use their language." Social media...

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