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Behavioural ScienceTim Donza

Mad Men and the Case for Consumer Empathy

After 7 seasons of Mad Men, it's easy to take a cynical view of the advertising industry. Observing the teachings of Don Draper and friends, it seems that the quickest way that brands connect with people is by figuring out our insecurities and offering a product as the solution to looking better, getting your man, or feeling peace in a world full of chaos. In short, their secret to success? Exploitation.

 

However, there was an interesting pivot in the series finale and Don's final moments of screen time point to the need for brands to have something more - namely, empathy. The human yearning for love and acceptance is bigger than what any laundry detergent, margarine or motor oil can offer, so it's time that brands seek to find their space in consumers' lives to connect deeply and forge a relationship based on a true understanding.

Mad Men and the Case for Consumer Empathy