To stay relevant in a world of limited resources and mounting concerns, brands cannot simply show up and sell more stuff. Like never before, consumers expect brands to make their lives better. Doing so means understanding consumers’ struggles, needs and aspirations and addressing the issues that matter to them in meaningful ways.
A fundamental design principle in divided times is to start with empathy and listen to what people are feeling and what they desire for their lives. Empathy is fundamentally about respect. When was the last time you truly listened? When people feel ignored, or when their basic human needs are not being met, it is time for brands to start listening.