Leveraging Empathy as a Key Asset for Competitive Advantage in Sustainability-Driven Brands

Abstract

The escalating dangers of climate change and the worsening situation of increasingly at-risk social groups present a multifaceted challenge for brands. In this environment, companies committed to sustainability, continuous improvement, and resilience must prioritize reviewing and professionalizing their storytelling strategies. This chapter introduces the concept of “empathy” as a core organizational value and explores how it can be harnessed to produce authentic narratives. Authentic storytelling, in turn, fosters strong connections and bridges the gap between brands and their audiences. By analyzing and reflecting on the crucial role of this ability, this project aims to contribute to the field of communication. Empathy should be a valued and actively cultivated skill within organizations because by embracing empathy, brands can develop unique competitive advantages through authentic storytelling.