If recent years have made anything clear, it is that the world needs connection. And this is where organisations craves make a positive contribution. More than ever, brands need to put time into better understanding and sensing their target groups. Acting and communicating more empathically. Our second Empathy Value Index confirms that empathy remains indispensable for brands. In a sincere and concrete way that really helps consumers.
1. Concrete support is more important than aspirational communication.
In economically challenging times, Dutch consumers attach more value to brands that are honest, that do not make promises they cannot keep and offer concrete support. In previous years, personal growth and social added value scored higher.
2. Dutch people find brands less empathetic in 2023 than before.
On average, brands score significantly lower on brand empathy in 2023 than in 2022. Across the board and in all sectors, brands are losing out on the positive perception of Dutch consumers.
3. Bol.com is the most empathetic brand in the Netherlands.
With a rise of ten places, bol.com leads the Dutch list of most empathetic brands. It is impossible to imagine the Dutch retail sector without the Dutch brand, easily beating major international players such as Zalando and Amazon.
The Empathy Value Index (EVI) study is the first-ever evidence-based research tool that maps the relationship between empathy and brands and provides useful insights based on it. The EVI study, conducted in collaboration with market research firm InSites Consulting, reveals four pillars that play a role in establishing brand empathy. What do the Dutch consider important when it comes to brand empathy? And how can brands build on this?Download the Empathy Value Index whitepaper
A successful empathetic brand is honest, authentic and tells real stories.
Successful empathetic brands are genuinely interested in their stakeholders' interests, motives and challenges.
An empathetic brand offers (emotional) support when needed.
A truly empathetic brand proves that it adds (social) value.
Want to know more about what Dutch consumers value in brand empathy or how your brand performs on the Empathy Value Index? Contact our Strategy Lead Bob Bruinenberg.
As a 360° communications agency, we put empathy at the heart of our strategic and creative approach. We take the time to get to know you, your market and your target audience. This is how we find out what inspires, excites and brings people to your brand. The campaigns we create are designed to connect brands and people. For real.
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Do you have questions about the Empathy Value Index whitepaper? Contact our Strategy Lead Bob Bruinenberg via firstname.lastname@example.org.