In a divided world, ‘educated empathy’ can be the bridge, says Iris Americas CEO

As a leader in a global network, I'm purposefully adopting this approach, embracing our differences while finding common ground across diverse cultures and viewpoints. But what is educated empathy, why does it matter now, and how should our industry contribute to nurturing it?

The educated empathy manifesto

Unlike basic empathy, which involves understanding someone else’s feelings, educated empathy takes this a step further. It’s an intentional practice that requires us not only to acknowledge others’ emotions but to understand the beliefs, cultural contexts, and life experiences shaping those emotions.

This doesn’t mean changing your stance; it’s about truly tuning in to resonate with people beyond your usual tribe. It requires consciously engaging with opposing views, listening without judgment, and being curious about the beliefs, fears, and hopes that fuel others.

Rooted in psychology and sociology, educated empathy has long been used to promote conflict resolution and cross-cultural understanding. Today, in a world of rising social divides, it’s becoming an essential skill for those seeking meaningful engagement with diverse audiences.

Educated empathy isn’t easy. It demands intentionality. We have to ask ourselves tough questions: Are we representing all voices? Are we truly listening, not just broadcasting? Are we offering space for conversation, rather than monologue?

For brands especially, thia is a unique chance to make empathy tangible. But it’s about more than simply showing up; it’s about genuinely participating in conversations that go beyond the transactional. Despite our divides, people still long for connection. Brands can bridge this gap by creating spaces that invite people together, even when they disagree.

That said, brands aren’t a cure for our social divides. They can’t single-handedly bridge societal gaps or resolve issues that have developed over generations. But they do have the unique power to create moments of respite — spaces where people can feel a sense of shared humanity, even briefly. These efforts, small as they may seem, offer a chance to connect across divides when done with intention. Educated empathy from brands isn’t about fixing everything; it’s about reminding us that unity is possible, even in our differences.

Empathy in action

There are already numerous examples of this in action. Airbnb’s Open Homes program, for instance, connects hosts offering free housing to those in need during crises like natural disasters or refugee displacement, fostering a global community of support and solidarity. It’s empathy in action, showing how inclusivity can bridge differences.

Adidas’s Breaking Barriers initiative supports women in sports, creating visibility and opportunity in traditionally male-dominated fields, while their Pride Collection amplifies LGBTQ+ voices by partnering with LGBTQ+ artists and athletes. Adidas sends a message: unity is about respect, not uniformity.

Or take Samsung’s Unfear campaign. This groundbreaking initiative redefines noise-cancellation for people with Autism Spectrum Disorder (ASD), filtering fear-triggering sounds like sirens while letting everyday sounds flow through. Made in collaboration with autism organizations, Unfear is about inclusion that’s rooted in genuine care. It’s Samsung’s way of saying: we see you, and we’re building tech that truly enhances lives.

Whether we’re leading teams, building brands, or shaping conversations, educated empathy offers a path to common ground. By prioritizing understanding over assumption, we have a chance to bridge divides that might otherwise feel insurmountable and create connections that transcend our differences.

In times like these, a little more understanding can go a long way. Maybe that’s exactly what we need right now.