Transforming Brands to Endure

Driving Purchase Intent with Consumers Through Empathy

Using empathy, marketers gain a new perspective and fresh ideas for marketing their products in an impactful way

When it comes to building relationships and fostering trust with new and current consumers, understanding how your brand can demonstrate empathy is key. In the everchanging landscape of consumer choice, brands are finding that cultivating an environment of human interaction and connection is not only beneficial but also essential for survival in today’s competitive market. Through utilizing the right channels, showing genuine concern for customers, and leading by example, brands have the ability to show real empathy – a skill that will be needed more than ever in our society as it continues on its transformative journey.

Taking the time to analyze consumer behavior and dig deeper into what drives their purchase decisions can pay dividends when it comes to creating effective packaging. By using empathy in your approach, you will gain powerful insights that allow for a meaningful connection with consumers — one that increases brand loyalty, builds trust, and ultimately drives sales.

Here are some examples of how marketers and brand managers can use empathy in package design:

Tailored Consumer Benefits

Claims that are specific to a customer’s needs and lifestyle can help tell your consumers not only the functional benefits but also the emotional benefit. Connecting on the “why” is essential with today’s consumer. It shows you understand and empathize, and can create brand loyalty for years to come if done correctly.

Right-Sizing Overpackaged Products

Packaging waste is not only a buzz word with today’s consumer, but also a sensitive topic. The consumer of today doesn’t feel good when a package arrives that’s used too many materials frivolously. While they want their package to surprise and delight as well as  express the brand’s uniqueness, they also want to feel like they aren’t contributing to environmental problems. Showing you care about the consumer and the environment is a win-win.


This often overused term has practically lost its meaning. Brands often say their packaging is sustainable, but the reality is that they are far from it. The time is coming where there will be financial ramifications for brands that don’t adhere to strict guidelines that enforce sustainability. The days of kicking the can down the road are over and will unfortunately affect brands that don’t even realize these are in place. Understanding these laws are paramount to not only mitigating financial risk, but it also shows empathy to consumers that value sustainability in their purchase decisions.

It is evident that when we recognize and respect the consumer’s innermost thoughts and feelings, only then can we create packaging that will inspire them to purchase. Using empathy, marketers gain a new perspective and fresh ideas for marketing their products in an impactful way. When companies design with consumers in mind first, and think about how to address their needs and concerns on a human level, this is where intentionality comes into play—and it all starts with trying to see things from their point of view.

For more information regarding empathy and the tools used to drive purchase intent contact Matt Clemens Founder and Managing Partner at CONTRAST, a strategic brand design agency.