Empathy’s growing role in business – Lady Geek’s Belinda Parmar, Sarah Shields of Dell and Zoe Osmond, CEO of Nabs tell us why it matters

Empathy has often been dismissed as a ‘non-essential soft skill’, with little or no value in the world of business, but a growing number of people in the communications industry are quickly coming round to the realisation that empathy can be profitable and has a place at the heart of their companies. Katie McQuater takes a look.

Empathy lies at the heart of the communications business; at its very core, marketing is brands’ attempt to engage consumers, often employing empathy to deliver their key messages and express identities.