Forget empathy. Among widespread consumer concern, marketers must actually do something

Great advertising has always traded off emotion, but right now people need something more, says TMW Unlimited’s chief strategy officer Dan Bowers. Moving beyond words to action is both the right thing and the way to earn genuine consumer support.
We’ve all seen them: the advertising effectiveness studies pointing to the importance of emotion. Beautifully crafted campaigns rooted in well-researched, emotive truths that connect with people on a deeper, and therefore more persuasive, le