On this weeks episode of Courageous Commerce, Anton Vincent, president of Mars Wrigley, North America, joins hosts Rachel Tipograph and Sarah Hofstetter to debate empathy in buyer experiences. Model experiences may also help customers create emotional attachment with their favourite merchandise. This attachment may also help manufacturers transition their customers to supporters of the general model. 

On this episode, Vincent shares his views on why he believes manufacturers should take into account how they’ll have an effect on individuals’s lives. Particularly, he mentions the sustainability journey Mars is on and their progress relating to wastewater remedies and packaging.

Furthermore, Vincent shares examples of how he and his firm transcend product advertising and marketing by specializing in shopper relationships. He juxtaposes the “shopper relationship” with the “buyer relationship,” talking on the significance of making an expertise for the buyer. He then shares a private expertise when he really understood the buyer and had compassion for them. 

Try the episode under and hearken to different reveals within the Adweek Podcast Community.