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Do banks have that sympathetic touch?
Can banks be empathetic towards down-on-their-luck consumers? They will have to be, if they want to meet the needs of clients hit hard by a weak local economy in an uncertain and changing environment
10 June 2021 - 05:00
A new advertising campaign by FNB, #TheChangeables, is a good example of how brands can demonstrate empathy and an understanding of the difficulties their clients are facing. The campaign, launched last week, tells the stories of ordinary South Africans it calls "changeables", who had the courage to change the direction of their lives to achieve a level of financial sustainability.
Faye Mfikwe, the bank’s chief marketing officer, says brands have a responsibility to demonstrate optimism and resilience. In a world where economies and lives have been destroyed by Covid, that responsibility has grown...
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