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Industry Leaders Discuss Empathy In Marketing During BrandStorm


United Fresh’s sixth annual BrandStorm event will take place online March 9-11. It will feature two sessions specifically designed to facilitate dialogue around the subjective topic of empathy in marketing, both in consumer and business-to-business strategies.

In today’s cancel culture, stories of tone-deaf brand messaging are a dime a dozen. At 2 p.m. EST on Tuesday, March 9, Mary Coppola, United Fresh’s VP of marketing and communications, will be joined by Amanda Keefer, managing director of the Healthy Family Project, and Ajit Saxena, public relations and digital marketing manager for Mucci Farms, to discuss ways to navigate empathy in consumer marketing at a time when emotions and opinions are on high alert during Taking Temperature: Empathy in B2C Marketing. 

“Empathy is a lens through which all of our marketing communications decisions are made,” said Saxena. “Consumers want to develop relationships with brands, and the feeling is mutual. It’s important that our marketing echo that sentiment by placing a high degree of emphasis on analyzing our often unpredictable social culture, in real time.”

Also on March 9, at 3:30 p.m. EST, Raina Nelson, EVP of business development for Renaissance Food Group; Abby Prior, SVP sales and marketing for BrightFarms; and Melissa Moore, marketing manager for Pure Flavor, will host an exploratory dialogue during Taking Temperature: Empathy in B2B Marketing.

These industry leaders will guide a discussion on where empathy belongs in B2B marketing, allowing BrandStorm attendees to share opinions, experiences and strategies of their own.

“Our cultural climate presents so many opportunities to get it wrong and even more opportunities to do it right,” said Prior. “I look forward to engaging my marketing peers across the industry to learn how each of us has brought empathy into our business relationships, corporate cultures and even personal experiences.”

United Fresh members can attend BrandStorm for $495 with discounts offered to marketing teams (from the same company) at the reduced rate of $395 each when you register two or more colleagues. Non-members can attend for $695. To register, visit unitedfresh.org.

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