If empathy is the key to cracking what consumers want, how should marketers get ready?

“Try to be helpful, try to be human, try to be empathetic,” says Braze GM and VP success EMEA, James Manderson, on how brands can respond to the ongoing pandemic.

Braze GM and VP success EMEA, James Manderson, on how brands can respond to the ongoing pandemic

In an interview with The Drum associate editor, Sonoo Singh, during The Drum’s Digital Transformation Festival, Manderson spoke about the importance of cultivating a sense of humanity in marketing, informed by the insights from the Braze Brand Humanity Index research, conducted by Forrester Consulting. The Brand Humanity Index (BHI) identifies what emotional and functional attributes make a brand feel human to consumers as well as the business impact of exhibiting that brand humanity.