Empathy and its role in a VUCA business world: A framework for the deployment of empathy as a marketing tool in organisations

Quantum and Tata Sons explored the challenge of creating a clear, contemporary and common definition for empathy in developing markets.

Introduction: how empathy can lead to EBITDA

What sometimes seems like turbulence and tumult can often be a symphony in the making. Like a duet between jazz musicians or the famed “Jugalbandi” from Indian classical music, where a spontaneous coming together starts with uncertainty but melds into harmony. This kind of “blending”, with empathy as the catalyst, is the new basis for creating greater consonance and connection between brands and consumers.

After all, establishing empathy between two parties is much like a duet. An act of co-creating deep meaning and melody, as equal participants in an exhilarating union. It is...

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