MullenLowe Romania Launches the Mpathy Index

11 June 2024


MullenLowe Romania has launched the Mpathy Index, a unique proprietary tool on the local market, developed with the support of Path and iSense Solutions. Unveiled on National Empathy Day, the Mpathy Index is designed to map the relationship between empathy and brand performance and analyze Romanian consumer perceptions of brands, attributing various levels of empathy to them. One key finding reveals that consumers who associate a high level of empathy with a brand are 81% more loyal, and their desire to recommend the brand is 46% higher. For the pilot project, 30 brands from six subcategories of the FMCG industry were selected: beer, soft drinks, confectionery, dairy products, detergents and home care, and cosmetics. Among these, the top empathetic brands according to Romanians are Gerovital (94/100), Nivea (85/100), Napolact (83/100), Kinder (81/100), and Heineken (80/100).

The study was introduced through a creative communication campaign called the Mpathy Collection, which featured the creation of six unique shoe models, each designed to metaphorically convey the concept of empathy and the exercise of putting yourself in someone else’s shoes.

Read more here.

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