The GPDA Team recently had the opportunity to attend an enlightening session organized by Marketing Association of Pakistan (MAP) Lahore, titled “Being Red in the Sea of Blue,” presented by Cristina Craciun, the Global President of Motivational Research at IPSOS. The session focused on the crucial role of empathy in the modern workplace and how combining Artificial Intelligence (AI) with Human Intelligence (HI) can revolutionize our understanding and approach to data.

Cristina emphasized the importance of empathy over merely following data blindly. She argued that to truly understand people’s motivations, one must look beyond the numbers and delve into their lives. She shared compelling facts, highlighting that high creativity coupled with high empathy can lead to a 20% increase in growth. This insight underscores that empathy is not just a feel-good trait but a significant driver of business success.

Cristina explored the timely relevance of empathy by drawing parallels with parenting. She described how parents across different cultures face various challenges yet remain motivated to give their best for their children’s upbringing. This analogy beautifully illustrated how empathy can inspire and drive us, even in difficult times.

A notable part of the session was the introduction of the Consumer Centricity Maturity Framework. Cristina encouraged attendees to evaluate their position on this scale and understand the journey toward becoming more consumer-centric. She conducted a quick survey using www.menti.com, asking participants what they needed to work on to build their organization’s empathy muscle.

Cristina also discussed the importance of creating a culture of empathy, where human and cultural intelligence are put into action. She shared a case study on improving empathy through a Gen-Z Co-Creation Community for new innovation hubs, demonstrating practical applications of her insights.

The session concluded with a Q&A, leaving the attendees with a deeper understanding of the power of empathy in driving growth and innovation. It was a fruitful seminar that broadened our perspective on integrating empathy with AI and HI to reclaim curiosity in the workplace.