Are Empaths the Greatest Disruptors?
To empathize means to understand and share the feelings of another. Because Empath archetypes have characteristics like generosity, care, and an often fierce sense of protection for others and the environment, the very concept of Empath seems like an odd fit for a discussion about business and branding.
A square peg trying to jam itself in the round hole of capitalism.
But there is a rise – nay, a revolution – of Empaths who not only have a refreshing perspective in an egotistical world, but may hold the only answer to address the vast problems we face today: the looming climate crisis, the growing disparity between those living in poverty and the drippingly rich, race and gender inequality, privacy concerns, global pandemics, wars, desperate migrants, an aging population, and the list goes on.
Let’s be honest. In the face of this blinding parade of bad news, most of us migrate to comfortable places like moths to our respective flames.
In camp number one, we have the disengagers who switch off the news and turn their attention to other things, like videos of kittens befriending turtles. Or, they choose to put their energy into challenges and responsibilities closer to home: their loved ones, their careers, and their wellbeing.
In camp number two are the self-preservationists who remain engaged with bigger issues, but end up focusing on protecting themselves from various perceived threats (“What does this mean for me? Not in my backyard! Not out of my pocket!”)
Empaths are special in that they can hold it all.
Empaths are more affected and care more about the big issues than folk who choose to disengage. They are also able to turn outward, offering wisdom and generosity, rather than inward with fear. the Empath asks: What is needed, and how can I step up?
When we consider Empath companies, we tend to think of not-for-profit organizations, and when we consider Empath individuals, we tend to think of figures like Mother Theresa. But in the world of BrandPsyche, Empath archetypes come in many different forms. There are Empath scientists, innovators, leaders, writers, rebels, and experts out there inspiring the kind of sea changes that will set precedents for tomorrow.
Because the Empath archetype is a natural disruptor in a capitalist global economy, they play a very interesting role in today’s world. I want to take some time to outline the most important characteristics of powerful Empath brands.
Empath brands:
Speak the language of why and how.
“People don’t buy what you do; they buy why you do it.” Simon Sinek’s famous marketing quote is understood on a much deeper level by Empaths, who not only dutifully present a bigger “why” to their partners, clients, and supporters, but live it to their core.
Driven by a deep, unwavering purpose, Empaths naturally focus on what actions need to be taken, how to communicate this to people to bring them aboard, and how they can get the resources (human, financial, energetic, physical) they need to succeed in helping others.
Shift the spotlight away from themselves and onto the work they do.
Many Empath brands use the term “spread the message”, because this is what is most important to them. It’s common for Empath CEOs and leaders to avoid the spotlight and busy themselves in work on the ground. Empaths (and Empath brands) don’t seek to improve their personal reputations or make a lot of money for themselves, unless it helps their initiative. Their focus is on growing public awareness, gaining support, and creating momentum behind their greatest passion.
However, it is wise for the Empath to step into the spotlight in order to benefit their work. Every initiative needs a recognizable, inspiring figurehead to rally around. Although many Empath leaders swat away the microphone impatiently (or self-consciously), wanting to shine the light back on what they perceive is most important, the work of stepping up as the fully-fledged individual behind it all is some of the most important work an Empath leader can do.
Have a big-picture perspective often dizzying in its size.
Speaking to an Empath in business about what they’re passionate about can be a heady experience. They’re not so concerned about their company or organization as an entity, but rather the people inside of it, as well as the people supported and impacted by it. After all, asks the Empath, what is an organization without its people? The Empath knows that people, not things, are the key to success, including economic success.
Many Empaths have a zoomed-out perspective when it comes to the impact they need to make. They may start by addressing one disease, or offering one climate change solution, or helping one population, before they start to see further – the impact they could make not only here, but globally.
The more you think about this characteristic, the more remarkable it becomes. After all, our current philosophy in the world of business is that if we take care of ourselves and get rich, others below will eventually benefit as bits of wealth “trickle down” to them. Collectively, that is about as far as we are willing to go. We see billionaires toss a few million to strategic causes where they stand to benefit, and use messaging at odds with their actions.
The Empath disrupts all of this by simply not playing the game.
Place collaboration emphatically before competition.
What is more competitive than business? While we’re all duking it out, trying to find a patch of ocean not taken up by other companies like ours, the Empath fills up the whole space with the spirit of collaboration. Empath leaders often focus on drawing people in to work with them through the use of their powerful, disruptive WHY, rather than taking out others in their space. They know that the momentum of passionate human energy is the most important resource they have.
In Empath organizations, hierarchy is not so important. Empath brands do their best to take on challenges in a collaborative way, bringing together their best people to decide how to move forward. This usually makes their decisions as a brand thoughtful and big-picture, if not somewhat slow and cumbersome, which is still refreshing in the corporate work where decisions typically feel reactionary and “come from the top”.
Can implode because of self-sacrifice
For the Empath, work and passion are one and the same. Empaths tend to eat, breathe, and live what they do. There are many films and real-life stories that display the brilliance of this quality, as well as its downfall. Empath superheroes are the fuel and the drive for change, for improvement, for justice, and for helping people survive, and they are willing to sacrifice almost anything to succeed in their cause, including all their time, resources (including personal funding), health, and even relationships. Empath brands can even begin to sacrifice their own people, asking them to work harder than ever or to give up important things for the cause.
We don’t have to look far to find the story of an Empath who ends up inadvertently pushing away their spouse and loved ones through their obsession. We watch as the Empath grows tired, overwhelmed, and increasingly bitter about the lack of care and willingness they see in others. Empaths can start to “go dark” when they have sacrificed too much – they can only see the futility of an uncaring world, and the laziness and disconnection all around them. Passionate people working alongside a burnt-out Empath may step away as they take on the same futile, bitter energy and realize they can never fulfill the expectations placed on them by the Empath.
It is wise for the Empath individual and brand to remember that only in their greatest health, support, energy, and vitality can they do what they set out to do. Self-sacrifice is a slippery slope to loneliness and a sense of failure. Don’t burn out. Ask others to step in and support. Take a breath and remember you need to enjoy the richness of life as much as you work to preserve, protect, and improve it for others.
Are grateful for what they have, because what they have is enough.
The most revolutionary tool the Empath has is their perspective. In a world that churns out more, more, more – where our wants increase with our abundance – Empaths have one foot firmly planted in gratitude, and the other in desire. They understand the value of the people around them more than anyone else, and are often gobsmacked by just how good they have it.
On the flip side, this gratitude translates into powerful desires on behalf of others. Empaths want to see others thrive, to feel relief, security, and support. They want to leave this place better for the next generation, for their children, for the people they work alongside.
Due to the nature of their work, Empaths often know deeply that they have enough, and in their strongest moments, they are overcome by the gratitude for the many gifts they can enjoy. Most of us strain and strive for the next carrot just out of reach, and we can learn a lot from the Empath. Somewhere close to you, an Empath is sitting in their backyard under the midday sun, surrounded by loved ones, thinking about how they don’t need one other single other thing to be happy.
Brittany Veenhuysen is a writer and co-founder of BrandPsyche. With a BA in English and a philosophical lens, she uses strategic storytelling to connect entrepreneurial folk with people they love to serve.