How Brands Can Make Education And Empathy Part Of Their Mission

How Brands Can Make Education And Empathy Part Of Their Mission
Advertising

Companies that foster empathy and education in local communities are finding unique ways to connect with consumers

PSFK
  • 22 february 2018

Given the current crises in the U.S. and around the world, there is perhaps nothing more needed at the moment than a good dose of empathy. For brands, this provides the opportunity to leverage their platforms for good to inspire and cater to the diverse needs of communities.

According to PSFK researchers, empathy education and local-sourcing are key tools that businesses can make a part of their brand mission. Through education initiatives, brands can serve as beacons within communities that help promote understanding around a range of issues, from anti-bullying to diversity. And with local-sourcing, brands can then tailor their business practices and resources to meet the exact needs of a community. Below, we look at three best-in-class examples of brands that are leading through empathy.

X Games × ESPN 
Annual extreme sports event The X Games and cable sports network ESPN have partnered with the anti-bullying groups No Bully, GLSEN, Crisis Text Line and DoSomething.org to distribute an anti-bullying curriculum to schools. The groups will train school leadership on how to effectively intervene when they see bullying and cyberbullying occurring among students. X Games athletes have joined in on the cause as well. The campaign sent winter and action sports stars to speak about bullying at schools.

Kind 
Kind’s Foundation is investing $20 million into a new project called Empatico, designed to help students in elementary schools connect with other students outside of their orbit. Empatico is a video-conferencing and digital learning platform that creates interactive lesson plans that schools across America and abroad can do together, expanding everyone’s understanding of differing cultures and social norms. The platform is free, as long as teachers have at least one laptop with a camera and can connect to the internet. Once that’s done, one class—usually of 8- or 9-year-olds—uses a scheduling tool to find another in a different region or country with availability to live chat during some group projects.

Good Hotels 
Good Hotels is a boutique chain focused on community impact. Each Good Hotel partners with local NGOs and offers custom hospitality training to individuals from disadvantaged communities and backgrounds, helping them to integrate or reintegrate into the job market. All proceeds from stays go towards education for children in need. The hotel staff is made up of single mothers from the local community, and food, materials and labor are all locally sourced from small business owners and craftsmen, supporting the communities in which they operate. The company also invests all profits back into its training programs.

These are just some of the ways in which businesses are enacting public-minded goals and using their influence to help communities. For even more on these trends, check out our recent report Applying Brand Impact To Improve Public Spaces.


Lead Image: Good Hotel

Given the current crises in the U.S. and around the world, there is perhaps nothing more needed at the moment than a good dose of empathy. For brands, this provides the opportunity to leverage their platforms for good to inspire and cater to the diverse needs of communities.

+advertising
+branding
+chat a researcher
+children
+Education
+Education
+ESPN
+financial services
+fitness / sport
+Food
+gaming
+Gaming & Play
+hospitality
+hotel
+sport & fitness
+technology
+travel

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