Where is the empathy?
- Cerys Thompson
- Jun 23
- 2 min read
People are tired.
Not just “I need a coffee” (or, in my case, tea) tired. We’re talking absolutely exhausted.
There’s continuing economic instability. Political noise. Social tension. And now AI is either saving the world or stealing everyone’s jobs (depending on who you ask).
And don't forget, people's personal lives too - the challenges, the juggling, the endless to-do lists.
So, on top of all of that, you send your message.
One more email. One more update. One more thing for them to do.
It's enough to make anyone scream insanity.
So how do you get people to engage and not just collapse through the utter overwhelm?
Stop. Don't communicate, just listen.
Paraphrasing Vanilla Ice ever so slightly, it's important to take a moment before hitting send on your next big idea.
You may be excited, or even believe this is super urgent, but just pause and check:
Is this message REALLY necessary right now?
What else might be happening in your audience's world?
How can you solve their problems and not just add more?
Because unless it jumps out as the solution they have been looking for, at best your message is ignored; at worst, it could spark outrage through insensitive timing or context.
5 ways to respect your audience’s reality
Start with empathy. Assume your audience is already stretched. Why should they care about your message as well as everything else on their plate?
Simplify your message. Say only what needs to be said and make it easy to understand.
Time it right. Avoid Mondays, crisis days or known busy periods. Think about their calendar, not just yours.
Be relevant. Tailor your message to what matters to them - not just what matters to you.
Be human. Drop the acronyms and complex terms. Communicate in a way that everyone can engage.
Make it resonate.
Communication isn’t about just adding more to your audience's world - it’s about showing up in a way that makes things clearer, easier and more human.
And right now, we could all use a little more of that.
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