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Crisis of empathy in marketing and advertising, says Reach

July 09, 2019 / Charlie Spargo

According to a report by Reach, which investigated the personal and political views of the general population and the advertising sector, creative professionals' capacity for empathy is noticeably low.The investigation, 'The Empathy Delusion', was created after a survey of 2,019 British adults and 199 ad executives conducted through March. It scored respondents on a five-point scale looking at kindness, fairness, group loyalty, respect and purity. It also asked for self-reported political leanings.The results are eye-opening, with only 29% of the public reported as being able to understand and identify with others - and advertisers and marketers were little better, with 30% being marked as perceptive and empathic.