Non-Obvious Trends

Non-ObviousTM Trends

Ten Years of Insights Read by Over 1 Million People

Enterprise Empathy

Empathy is becoming a driver of innovation and revenue, and a point of differentiation for products, services, hiring practices, and branded experiences.

Partners take an order on Monday, October 22, 2018 at Starbucks first U.S. Signing Store in Washington D.C. (Joshua Trujillo, Starbucks)

About This Trend:

We have identified trends related to empathy before, but this year we noticed something different: Companies and entrepreneurs are discovering that empathizing with their customers’ varying emotional and practical needs can not only improve relationships, but also be surprisingly profitable.

Take Starbucks, for example. While the brand has consistently innovated to offer new, fun ways to consume beverages, now it is setting new standards in communicating its values and vision through shaping its products and services for populations whose needs are often ignored by brands. Two years ago, the coffee chain opened its first-ever sign-language-only store in Malaysia, staffed entirely by employees who were either deaf or hard of hearing. Then, the coffee chain opened another location, this time in downtown Washington, D.C., just a few blocks from Gallaudet University, a 150-year-old institution of learning, teaching, and research for deaf and hard-of-hearing students.

We call this trend Enterprise Empathy, a term that encompasses the growing number of brands, startups, and even large corporations that are driving growth through connecting with the human side of consumers’ unmet needs.

Group 2
Layer 97
The Non-Obvious Insights Newsletter
Layer 118

Get the Stories (and Insights) You’ve Been Missing. Skip the obvious and anticipate the future with our weekly newsletter. Each Thursday, you’ll receive the 5-6 most fascinating and overlooked stories of the week curated from hundreds of sources by Rohit Bhargava, along with an insightful, brief summary. Join over 25,000 subscribers and sign up today.



Have a Question or Inquiry?

All emails will get a response within 24 hours!


What Are You Contacting Us About*: