Consumer Behavior

Empathy dip among Americans playing role in retail CX

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April 25, 2023

Americans are lacking empathy more than ever, with two in three reporting it has decreased in the past year, yet nearly half, 47%, want to experience more human-centric stories from brands.

In fact, 37% report they enjoy reading content from retailers and brands that makes them feel more connected to the companies.

Those are prime findings of a study conducted by Method Communications that reveals empathy may be the solution to achieving brand loyalty.

The study polled more than 2,000 American on social issues, word choice and self-censoring speech, according to a press release.

"Emotional connection is a must for brands to really make a difference with their customers," David Parkinson, Method CEO and co-founder, said in the release. "Making your voice heard is key to empowering both the consumer and brand — it's why we put in the work to really understand each other."

Study highlights include:

• 67% of Americans say a brand's stance on social issues impacts their purchase behavior.
• 42% have stopped shopping with a brand because of a company's stance
• 32% have purchased something because of a brand's stance.
• A third (34%) of Americans pay attention to brands' stances on social issues so that their spending aligns with their personal values.
• Although one in four (26%) Americans admit to still shopping with brands they disagree with, they say they feel guilty about it.
• Nearly half (47%) of Americans worry about the words they use every day.

"Embracing the value of empathy and connecting with customers gives brands a sense of authenticity and can help them rise above the noise," Parkinson said in the release. "When consumers feel emotionally invested in a brand, they are more likely to stay loyal over the long term."