Feelings have no place in business, or do they?

A business is born with the objective of satisfying a need or a desire of a particular group of people. As a result, profits and growth are achieved.

If, according to WHO data, one in six people worldwide feels lonely, and more than 850,000 people die each year from the effects of loneliness, since it acts as a chronic stressor that causes biological, cardiovascular, and mental problems, and therefore, premature mortality… are brands taking these facts into account, and above all, acting accordingly?

Loneliness or a lack of social connection for months or years poses the same risk to our health as smoking 15 cigarettes a day.

It might seem that this problem only affects people in their old age, whether due to being single, widowed, or lacking closeness with their loved ones.

But if we analyze young people, more than 20% report unwanted loneliness (1 in 5 people).

Brands with a proactive purpose create or design experiences for their customers to interact with each other, reducing friction and fostering social connections. Cause-related marketing campaigns can shift from being seen as mere advertising to genuine involvement in addressing the impact of a problem that affects everyone.

Now, with artificial intelligence, it might seem that brands no longer need the connection or warmth that comes with all the automation available. But that’s precisely what can make a brand stand out or not.

Authentic, personal, yet professional service, combined with technology that allows us to save on what doesn’t add real value, is the path that will lead the way for those who will be leaders in the coming years.

When a customer has a want or need today, they’re not going to ask for a product or service. You will describe your list of needs and requirements to an LLM, and AI will recommend the solution that best fits those needs.

It is for all these reasons that empathy, emotions, and genuine connection were not, and are even less so now, merely an embellishment to add as a corporate social responsibility initiative.

Whoever best understands the real needs of their clients, transforms them into structured information, and knows how to position themselves within a specific framework will have an advantage over the rest.

Thank you for believing.