In a Fraught World, Empathy Is the Most Critical Factor for Marketing Success

It seems like forever that we’ve been able to use the words “business as usual” without eye-rolling irony. The unique challenges of the last two years, from a global pandemic to heightened awareness of racial inequality, the war in Ukraine to rising inflation and the roller-coaster financial markets, not to mention the increasing urgency of the climate crisis, have created the perfect storm of anxiety for consumers and, likewise, for marketers trying to navigate the fraught conditions. 

This situation set the stage for the remarks made by the four marketing luminaries inducted into the Marketing Hall of Fame, produced by the AMA New York, on May 3rd.  Being recognized for the “outstanding contributions to the field of marketing,” the 2022 honorees were Marc Pritchard, chief brand officer of Procter & Gamble, Ann Mukherjee, CEO of Pernod Ricard, North America, Bozoma Saint John, former global CMO of Netflix and Antonio Lucio, former CEO of Facebook, Visa, and HP. 

Their acceptance speeches, focused on marketing’s role in driving positive change and building a sustainable future, made clear how much the way we live and work over these past couple of years has changed – in ways we never could have imagined. More specifically, given the challenges of our times, all addressed what this means for marketers. While each honoree’s career path has been as different as the industries in which they served, all shared the belief that now, more than ever, there is one factor above all that is critical for marketing success. Not coincidently it was this factor, as well, that was critical in their own success; there is nothing more important than the value of human connection and empathy. 

Relative to organizational success, these four honorees emphasized that, today, consumers are looking for brands that they can relate to on an emotional level, that understand them, that share their values, and that they can feel good about. They underscored that attaining customer loyalty means being able to create a bond that is built on attributes that go beyond a simple product performance benefit. The fact that product differentiation between brands is shrinking only reinforces the critical need to connect with consumers on a level deeper than product functionality.

Relative to each recipient’s personal success, all made clear that it was due, in no small part, to the support and validation of those with whom they interacted. Colleagues and mentors who lifted them up, and provided inspiration. The value of human connection, of empathy, as the most critical factor for organizational success, personal success, and for the future of marketing, was a theme that resonated in each of the honoree’s acceptance remarks.  

“Know the people you’re serving, what they need, what they want, their hopes and dreams.” –Marc Pritchard

As a top brand builder and P&G veteran for nearly four decades, Marc believes in the power of brands to be a force for growth through serving people with the best performing products, while also being a force for good through community impact, equality and inclusion, and environmental sustainability. He sets the company’s multi-billion-dollar media, marketing, and advertising strategies, and leads marketing innovations that guide communication and brand-building for P&G’s portfolio of trusted, quality brands. 

While he began his remarks to the audience by talking about some of P&G’s most memorable campaigns, he noted that they were most memorable because of the people with whom he had the privilege to work, and “the endless creativity of these people.” After sharing the names of many of these people, he went on to share a few of his thoughts on the future of marketing, a few “immutable laws,” as he called them.

“First, know the people you are serving, what they want, what they need, their hopes and dreams. There is no question that there will be a lot more analytics and data about the people we serve that will help us solve problems for them, but there will never be a substitute for human connection. Talk to them, visit with them, shop with them, look for the deep human insights that will inspire creativity and the brand experiences that will make their lives better.”

That “making sure your brand is the best performer on the market,” is an absolute, Marc emphasized, but “growth in the future needs to be for the greater good. This means brands that are sustainable, that drive equality and build inclusion, brands that help communities in need.” 

He closed by saying that, despite all the wonders of technology, the number one immutable law of marketing is that “you will know you’ve got something that connects because it makes your spine tingle, makes your eyes wet up, and makes you smile from ear to ear. That’s because marketing is in your heart and in your soul. It is not rocket science. Marketing, past, present, and future, is right here in this room. It’s all about people, always has been, and always will be. It’s one of the most human professions in the world. The privilege of my position is not lost on me.” 

“There is a gift in everyone. Learn their gift.” –Ann Mukherjee

Ann joined Pernod Ricard North America as Chairman and CEO in December 2019. The first industry outsider and woman of color to take on this role, she has demonstrated from the start her ability to deliver both ROI (return on investment) and ROR (return on responsibility). This means that, while focused on driving the science of predicting consumer demand, it is also building a trusted brand attuned to the current climate of culture. 

Among her first initiatives, Ann led the Absolut [Vodka] team in taking a stand on consent, forcing a critical conversation on a taboo topic for the alcohol industry. She also rallied the company’s manufacturing facilities to produce hand sanitizer in support of the federal and local government’s response to Covid-19. In addition, Ann directed the company’s $1 million investment in racial justice nonprofits and has been integral in calling on brands and social media platforms to join a movement to help stop hate speech online. The company’s plans this year continue to be focused on advocating for social change. Before joining Pernod, Ann made a decade-long impact at PepsiCo where, as CMO for Frito-Lay North America, she created a mantra of “Transform Tomorrow Today” to inspire breakthrough marketing and societal transformation. For the courageous moves she has made throughout her 30-year career, Ann was recognized among Forbes’ Top Most Influential CMOs and earned an ADCOLOR Legend Award.

“My mother said you’re going to meet a lot of people in this world,” Ann began her comments. “Some you’ll like, some not so much. It doesn’t matter. There is a gift in everyone. Learn their gift and help them achieve. Help make the impossible possible.” Talking to the company and its brand campaigns, Ann said, ”I think marketing is, at its core, creativity. It’s the oxygen for growth. People aren’t looking for brands to buy, but brands that share their values. We have a responsibility to our stakeholders, but we also have a responsibility to give back to society. Our campaigns come from a place of authenticity and respect. Creativity is also the oxygen for the growth of humanity. I believe in the human spirit. I believe in resiliency. Every day humanity is faced with a crisis, but creativity allows people to reframe their circumstances.” 

Speaking to her personal experiences, Ann shared that reframing her own difficult circumstances allowed her to turn “pain into power.” She said, “It taught me that anything is possible. And everyone who is here tonight who knows me knows that I was able to face my pains and challenges because we are all in this together. I couldn’t have done it if you weren’t there to lift me up. It is a team sport. Through my survival, I’m hoping to help others not just to survive, but to thrive.”

“Making a difference means being the change.” –Bozoma Saint John

Overcoming incredible odds, Bozoma has earned a formidable reputation as a trailblazing marketing and advertising executive. From her first break as Spike Lee’s assistant, she rose to the top levels of marketing management across a broad spectrum of industries.  Prior to her role as CMO of Netflix, Bozoma served as CMO at Endeavor, a global leader in entertainment, sports, and fashion. She also served as Chief Brand Officer for Uber, where she was tasked with telling the stories of millions of riders and drivers across over 600 cities. As Head of Global Consumer Marketing for Apple Music and iTunes, Bozoma led campaigns geared towards growing consumer brand recognition, certainly, but also building inclusiveness and equality around the world. In 2021, Bozoma was named #1 on Forbes Most Influential CMO’s list, and Harvard Business School published a case study about her career and leadership, “Bozoma Saint John: Leading with Authenticity and Urgency.” 

That Bozoma has broken through many glass ceilings is evident. She gives credit to the formidable black women who came before her, most notably her mother, who she said, “was a beacon for me” and taught her to be confident and “never to bow.” “As I stand here on this podium,” she said, “only 1.4% of the leadership in this country looks like me. I know there is an opportunity for all of us in this room to change that. This is not about some golden pathway that comes from the heavens to tell us how to do it. It’s not about policy or a rulebook. It’s not about anything our companies can write or ask us to do. It is up to each and every one of us to make a difference and be the change. How is it that you are making a difference?”

Bozoma talked to the fact that CMO tenures are famously short, and even shorter for black women. “Marketing does not look like me,” she said, and referenced that it’s our job as marketers and brand advocates to take products and services and match them to what’s happening in culture in order to make connections. As she has remarked in the past, “Diversity is being asked to the party; inclusion is being asked to dance.” She exhorted those in the audience to “understand their impact,” to “not sit idly by.” Relative to the marketers’ opportunity to create societal change, she said “It’s our responsibility. Use it as a moment of action.” 

“In order to capture the possibilities, there is no more time for ‘I’ – it’s all about ‘we.’” –Antonio Lucio

Antonio has worked with some of the most recognized companies and iconic brands. He has held Global CMO roles for Facebook, HP, and Visa, as well as Chief Innovation and Portfolio Transformation Officer for PepsiCo, Inc. He is recognized as a thought leader and global influencer in marketing transformation, known for his compelling vision and commitment to action. Known for his success in driving business growth, he is also recognized for his inclusive leadership philosophy. For Lucio, diversity is a business imperative. In his roles, he was able to deliver business results while significantly increasing the representation of women and people of color.  

“I left the formal corporate world a few years ago, and have had the time to reflect on what marketing is and should be,” he said in his opening remarks.

“Success is the obligation of any business person. In marketing, success is about growth. Our economy is moved by companies, big and small. When we do our work right, people can live their lives and fulfill their dreams. When we don’t do our jobs, people suffer. While building brands is more significant and more important than ever before, we have to build brands that are not only preferred but trusted.” 

He spoke about the values that society expects brands and businesses to have. “Consumers today want two things, both embodied by the group of leaders here today. Sustainability and social justice. That’s what our consumers are expecting, not from the government anymore, but from corporations. In all the research done on ‘trust,’ consumers are expecting us to play a more active role. As business leaders, as marketers, we have a moment to actually unleash the impact that we can have in the societies in which we live. Each and every one of the people given awards today is amazing in their craft. More importantly, they have transcended their craft to do good. They have shown that in this industry, there is no more time for ‘I,’ it is all about ‘we.’ Closing his remarks, Antonio spoke about legacy. “Purpose drives legacy,” he said. “You are building your legacy every day. It is nothing more than the impact you have on the things and people you touch. You are the person that is left when all of the companies and titles are removed from your business card.”

That we live in a time of uncertainty is undeniable. The meaning of “business as usual” will likely morph in myriad ways in the years ahead. Each of the Hall of Fame honorees addressed the challenges of marketing in times like these. Role models, all, they spoke of how they came to be where they are, and the people who influenced them along the way. While each of their backstories is different, all of them share a belief that the value and importance of “human connection” cannot be emphasized enough as a factor in success, from both an organizational, and a personal, perspective. Empathy, the ability to see events and situations from another’s viewpoint, will only continue to gain importance as a driver in the marketplace. While the honor recipients certainly gave voice to this belief in their remarks, it is the tangible results of their work that will endure as a legacy.

Cover image source: 2022 Marketing Hall of Fame