Digital empathy: The New Challenge For Brands

The rapid expansion and adoption of digital technology has changed the way people interact with each other and with brands. This change can adversely affect people's ability to connect, empathize and care for one another. Research has shown that moving away from face-to-face communication has caused a decline in young people's socio-emotional capacities and suggested that "generations created with technology" are becoming less empathic. It has also been observed that digital conversations threaten the appropriate expression of empathy, largely as a result of the “online disinhibition effect” defined as the tendency for "people to say and do things in cyberspace that they would not normally say and do in the real world" (Suler, 2004)*.

Although a concept little explored, digital empathy may dictate the future and the differentiation of brands in the market. International consultant Leidar presents the roadmap towards digital empathy..

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