Empathy, Not Marketing, Defines Purposeful Brands: Suhel Seth

• Suhel Seth emphasizes empathy as the core of purposeful brands, crucial amid trust deficits and market volatility.
• He highlights that engaging with communities, not just consumers, builds stronger brand buffers during crises.
• The Tata Group's legacy, from Jamshedji Nusserwanji Tata's philanthropy to people-first policies, exemplifies purposeful leadership.
• Seth outlines three attributes of purpose-driven organizations: empathy, engagement, and embellishment (adding value without self-promotion).
• He argues that purpose must be visible and communicated responsibly, acting as 'crisis insurance' for brands.