Campaigns and services aim to foster a sense of empathy in consumers
Implications - Social sharing allows people to indulge their narcissistic impulses, which can arguably foster negative, antisocial behaviors. In an attempt to encourage prosocial behaviors, many apps, services and even marketing campaigns, seek to inspire a sense of empathy. Initiatives of this kind serve as a call-to-action for compassion and understanding, especially in sensitive situations.
Workshop Question - Design a new (or redesign an existing) campaign that incorporates a dominant factor of compassion and sympathy. what does this look like?
Trend Themes
1. Prosocial Behavior Campaigns - Initiatives aimed at inspiring empathy and compassion, such as crowdsourced phrasebooks for refugees or prejudicial language checkers can create value for these marginalized populations and foster conscious awareness in consumer behavior.
2. Video Games Building Empathy - First-person role-playing video games such as Undertale provide the foundation for experiential play and the creation of empathy, presenting provocative and powerful narratives.
3. Humanizing Stereotyped Groups - Through the use of campaigns like Got Your 6, veterans are given a platform to showcase their individual identities and their contributions to their communities post-service. Through humanizing formerly stereotyped groups, companies can create a more inclusive and welcoming market.
Industry Implications
1. Marketing - Empowering marketing campaigns that promote empathetic behavior can shift consumer perception while creating value for marginalized communities.
2. Information Technology - The development of apps and services like Refugee Phrasebook and Rehumanize reveal the endless possibilities for IT to make a positive impact on society with tools that change the way people communicate and interact with one another.
3. Entertainment - Beyond simply entertaining players, video games allow players to experience different perspectives and build empathy. Video games have the potential to provide value beyond a leisure activity.
