The Importance of Empathy in Marketing

Fergus worries that we're losing expertise by moving past expertise too much. We can't assume just because a planner or a marketer can talk the talk they actually have the ability to truly understand what's being said, he says. Fergus and Andrew measured two different types of empathy in the genetic sense: emotional and cognitive. And guess what? As a cohort, there are no, in fact, just slightly worse at it than the mainstream audiences that they're supposed to be engaging with.