Research Knowledge

Marketers Are Heavily Influenced By Identity

Posted on Thursday 1 August 2019

Thanks to ICG member Ian Murray/House 51 for this insightful piece which identifies fundamental differences between marketers and the mainstream population that they are targeting, and explores whether and how these differences matter.

The science shows that building empathy is hard. It’s not all about feelings and emotion. Putting yourself in someone else’s shoes requires deep self-awareness and considerable mental effort. But humans are cognitive misers, driven by emotion and intuition. And marketers are only human. Do we really have the tools to walk the talk?   

To find out more, download the white paper

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