5 Tips for Compassionate Marketing Communications in 2020

Compassion, by definition, is a motivating factor that inspires people to ease their own pain and the pain of those around them. While we often think of this as a very human quality, it’s something that can be incredibly effective when applied to marketing communications.

Whether you’re dealing with a changing business environment or seeking new ways to become more connected with your customers, there’s always room for more real and authentic compassion in your efforts.

Here are some tips for compassionate marketing communications in 2020, and beyond.

1. Reassess your core values, and ensure they are still relevant.

This year has been filled with uncertainty, and many of us are feeling challenged to make sense of the unusual circumstances we’re collectively dealing with. As times change, it’s important to reassess your company’s values, and adapt where needed. Think about what’s important to you as a company, and perhaps most importantly, to your customers as valued members of your greater community. Sensitivity to the needs of your audience is key always, but especially so during times of confusion and fear.

2. Ask questions to your customers, and then actually listen for their responses.

You cannot have compassion if you do not listen to the needs of those around you. In order to understand what people are going through, it’s helpful to kindly ask. The action of asking for feedback in and of itself is still uncommon today; separate yourself as a business by starting this conversation with your customers.

Depending on the situation, your customers might generally want to take a short break from hearing about your offers. By asking them outright, “what would you like to hear from us right now?” or, “how can we help?” you’re welcoming their insight as valuable members of your community. Once you ask, though, you really should listen and be prepared to follow through with action based on the replies you receive.

3. Think about your audience collectively as well as at the individual level.

Compassion relates to the human experience, and it’s helpful to remember that everyone’s experiences are unique. Each person responds to situations differently depending on their own history and emotions. When you’re planning out your communications strategy, try to address different perspectives before diving into execution to ensure that needs are being met as much as possible. While you might not be able to address every single individual’s concerns through your messaging, you can be sensitive to them.

4. Focus primarily on how your compassionate communications can add value.

Always, but especially during difficult times, your customers and greater community turn to you and your business for value. Whether that’s through your product offering, a roundup or resources, or the good feeling that they get from hearing from you, think about what it is that sets you apart - and how you can help. If you find yourself posting something just for the sake of saying you did, it might be time to reassess your efforts. Compassionate communications are intentional and purpose-driven. Doing good and showing compassion means making decisions that are less about you and more about serving the greater community.

5. Listen to your heart (really!).

While business can sometimes feel cold and methodical, when it comes to empathy and compassion, you really can lead with your heart. You’ll know what’s appropriate, and what might be too insensitive for the times. You’ll know whether that post is helpful or unnecessary, or whether it’s worth postponing the product launch.

2020 hasn’t been the kindest year to many of us so far, but it has been successful in reminding us of the importance of compassion, not just in marketing, but in everything. Trust in your gut to guide you when you’re dealing with unprecedented circumstances.

Need Help?

It’s challenging to find the delicate balance between empathy, authenticity and persuasion; sometimes, it can almost feel like a science (a little of this, some more of that, etc.). If you are struggling to understand how to take what you feel in your heart and apply that compassion to your marketing efforts, you’re not alone - and you’re certainly not a lost cause. The team at Doukas Media is here to support you in creating a strategy that reflects the core values of your organization while addressing the needs and sensitivities of your audience.

What does compassionate marketing mean to you? Do you use compassion in your communications? How do you support your customers through compassionate communications? Let us know in the comments!