The opportunity to connect with your customers in an empathetic and meaningful way

The opportunity to connect with your customers in an empathetic and meaningful way

Many people still remember the power outages we experienced a few weeks ago. The days we spent waiting for the power to come back on made us realize just how dependent we are on this basic service, which is essential to every aspect of our daily lives.

As the days went by and no solution was found, many people were forced to look for sources of electricity in various places. Some started by looking closest to home—at the homes of family and friends, or in public spaces near their homes.

It was in that search that many people ended up at shopping malls, which became a place where they could find a solution to the problem they were facing—an air-conditioned, safe, and where the outlets in the aisles began to fill up with extension cords charging cell phones and all kinds of electronic devices, with people sitting on the floor waiting and keeping an eye on their devices.

At our agency, ICREO, trust is built on five pillars, one of which is empathy—a pillar that many brands find the most difficult to address. It is precisely at times like these that we have the opportunity to connect, understand what many people are going through, and create welcoming spaces for our customers. Building relationships with customers based on empathy and their real needs during a challenging time—by providing a simple solution and giving people the space they need—makes us the best neighbor in a critical moment.

A shopping center that welcomes its neighbors and serves as a refuge—one that shares its electricity when people need it—forges a deep and genuine connection. It’s an invitation to view the real, everyday world as an opportunity for brand-building and for creating a unique and meaningful connection with people.