Accenture Song: How reining in our empathy helped make ‘uncomfortable’ workplace conversations about periods the norm

Accenture Song, a consultancy firm, produced a video featuring a human-sized uterus with ovaries as hands, to make the presence of periods more tangible in the workplace and establish conversation around them as normal and acceptable.

This is a paper about how empathy can weaken creative strategy.

Yes, being able to understand and even share the feelings of people is a key skill for any strategist or creative, but unless it's a very controlled empathy, your sensitivity to your target's feelings can make you lose sight of what they need from you.

That can easily happen when the subject matter feels a bit fraught. Especially easily when you're working on the kind of brand that needs to tread carefully. And even more so when you're conscious of becoming that awful team with the inconsiderate work about...

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