Empathy is about to hit the big time. The view that we are essentially self-interested creatures is being overturned by evidence that we are also homo empathicus, wired for empathy, social co-operation and mutual aid. Neuroscientists have identified a ten-section “empathy circuit” in our brains, and evolutionary biologists such as Frans de Waal have shown that we naturally evolved to care for each other.
This shift is starting to filter out from science and into psychology, business and social action. Smart advertising agencies talk about “empathic brands” that respond to their customers’ needs and make them feel socially connected – in 2013 they will be marketing them to you
By Roman Krznaric
Via Edwin Rutsch