The Rise of Empathy-Based Marketing. It’s Needed Now More Than Ever.

Recently, a mom went viral for recording her back-to-school shopping experience at Target. While most parents are vocal about the amount of school supplies needed, this one mother ended up on the opposite end of the spectrum.

Dena Blizzard, instead of complaining about shopping, can be seen walking through the isles celebrating racking the hefty expenses. She declared she would buy her teachers anything they want because it means her kids will be out of the house.

Blizzard’s commentary is hilarious.

“I’ve been noticing lately, when people are doing their back-to-school shopping, everybody’s complaining. And my thing is… Listen. It’s the end of August. I will give you anything to take my kids. I’ll get you a yellow binder or get you a red binder.”

Parents watching probably have one had up in the air yelling, “PREACH!”

While many schools were virtual last year, kids and parents were forced to stay at home together – all day, every day. Juggling work demands with at-home learning all through a screen created a three-ring circus.

While this video is humorous and relatable, we are now faced with another surge in the pandemic outbreak.

Five states broke records for the average number of daily new Covid cases this past weekend as the delta variant strains hospital systems across the country and forces many states to reinstate public health restrictions.

As developments continue to unfold in response to the spread of COVID-19, businesses are left with questions about implications in the workplace. Business owners, executives, and associates are personally challenged with the unknowns of school closures, new mandates, and making the best decisions for their families’ safety.

We live in an unprecedented time, and we need unprecedented kindness. Businesses must grasp this reality and adapt messaging that reflects their customers’ struggles.

In response, eBay recently launched the ‘Up and Running’ campaign.

In this one-minute video, eBay conveyed the challenges we face without specifically mentioning pandemic. The campaign targeted small business owners struggling to maintain their livelihood. Products, features, and benefits were nowhere to be seen. Compassion is the theme.