Stat: Empathy emerges as the ultimate business advantage

Global – A study from Zurich Insurance released in September 2025 shows that consumers reward businesses that demonstrate empathy while punishing those that fail to do so.

The report, Addressing the Empathy Gap: How Human Connection Can Give Businesses a New Competitive Edge, was developed with Stanford neuroscientist Dr Jamil Zaki and followed a survey of more than 11,500 consumers across 11 countries. 

Some 73% of respondents said they would avoid using companies that showed a lack of empathy towards their situation or circumstances. Three in five consumers surveyed (60%) said they only used companies that genuinely cared about them and their needs. What’s more, 43% of those surveyed have left a brand in the past due to a lack of empathy and a further 61% would be willing to pay more for a brand that genuinely cares.

While AI is valued for efficiency, 71% of respondents believe it cannot replicate authentic emotional connection, and 92% still prefer human interaction over 24/7 availability. Empathy is especially important in financial services, with 88% of consumers expecting it, yet only 63% believe the industry delivers.

Find more insights on empathetic commerce in our analysis of NRF 2025 Retail’s Big Show Europe.