Once seen as a competitive advantage, empathy has become a double-edged sword for brands.
In today’s hyperconnected world, companies are quick to respond to social issues with polished statements and heartfelt words. These messages are crafted with care and sometimes even with sincerity, but they lose their power. Why? Audiences are no longer satisfied with emotional language alone. They are paying close attention to what happens after the statement goes live.
When words fail to align with actions, empathy can backfire. This is the essence of empathy-washing: when brands use emotionally charged messaging to appear compassionate or socially aware without following up with meaningful change. Much like greenwashing, it is a reputational pitfall. In a world where accountability unfolds in real time, more and more organizations fall into this trap.
Spotting Empathy-Washing
Empathy-washing often begins with good intentions. A crisis erupts, a social issue grabs attention, and leaders feel compelled to respond by showing care, solidarity, or awareness. But what starts as a genuine desire to connect can quickly devolve into surface-level messaging that lacks depth and originality.
A recent example followed the Air India Flight 171 crash in June. When Air India’s CEO, Campbell Wilson, released a formal apology video, critics quickly pointed out that much of the language mirrored a previous statement from American Airlines after its own tragedy. The recycled phrasing was seen as hollow, sparking backlash for its lack of authenticity.
The lesson is clear: today’s audiences connect the dots. They compare statements to real actions, and when the two fail to match, credibility evaporates fast.
Why People Expect More
Today’s consumers are fluent in brand behavior. Millennials and Gen Z, in particular, have grown up dissecting messaging, comparing promises to performance, and holding companies accountable for inconsistencies.
It is no longer enough for a brand to sound caring; it must prove it. Every message is now cross-checked against a company’s culture, hiring practices, leadership actions, and even how employees are treated. When a brand’s words fail to align with its reality, it risks being labeled as performative—and performative empathy is not only unconvincing but harmful.
In a world where media scrutiny is constant, sounding empathetic without delivering proof can feel manipulative. The bar for authenticity has never been higher.
Real Empathy Starts Inside, Not in PR
True empathy does not start with a press release; it begins with a company’s culture.
A brand cannot “message” its way to credibility. The most effective communication reflects genuine internal alignment. Empathy must be embedded in the organization — through inclusive hiring, transparent policies, ethical leadership, and everyday actions that align with the brand’s stated values.
When care and conscience are woven into a company’s DNA, the external message comes naturally. It does not need to be polished or reactive — it resonates because it is real.
Honesty Over Perfection
A common misconception in brand communication is that companies must have everything figured out before they speak. But in reality, audiences value transparency over perfection.
It is perfectly fine for a brand to admit it is still learning or evolving — as long as it is backed by a clear plan for growth. Acknowledging imperfection can actually strengthen trust when paired with accountability and openness about next steps.
Purposeful transparency fosters connection. It shows both humility and direction — two qualities that audiences recognize as authentic.
Think Beyond the Moment
Empathy-washing often thrives in moments of intense attention — when companies rush to respond to crises or trending topics. But credibility is not built in those fleeting moments; it is built after the fact.
The real test comes once the spotlight fades. Do companies provide updates? Do they maintain the same energy when the media moves on? Consistent actions over time signal sincerity, while one-off statements can reveal a lack of genuine commitment.
Audiences evaluate brands over the long term. Patterns matter more than individual posts.
Speak Less, Prove More
Empathy-washing rarely stems from bad intentions. More often, it is the result of urgency — the impulse to respond quickly during emotional moments. But in today’s climate, a more thoughtful approach is needed.
If empathy is not supported by real action, it risks becoming empty theater. No matter how well-crafted the language, performance without accountability undermines trust.
Brands that wish to lead with empathy must first lead with alignment. They should speak from within, allowing their actions to do the talking. Empathy should not be a marketing tool — it should reflect how an organization truly operates.
In the end, credibility is not built on sentiment. It is built on evidence. Real empathy does not need to be announced — it is visible in the actions that follow.
Evan Nierman is Founder and CEO of Red Banyan, a global crisis PR firm, and author of The Cancel Culture Curse and Crisis Averted.