Zurich Insurance study reveals empathy is the competitive edge companies shouldn't ignore

• New research reveals 73% of consumers avoid businesses that don’t show empathy with almost half (43%) taking their business elsewhere when brands fail to deliver
• 71% believe AI cannot recreate genuine human connections and 92% value direct human interaction over 24/7 availability
• Following the introduction of Zurich’s empathy training program, 26% of global employees have completed almost 46,000 hours of training

Kuala Lumpur, 24 September 2025 – Zurich Insurance Group (Zurich) has today published a new global study "Addressing the Empathy Gap: How human connection can give businesses a new competitive edge." Developed in collaboration with renowned empathy academic Professor Jamil Zaki, Director of the Stanford Social Neuroscience Laboratory, the report examines the role of empathy in business, revealing a growing disconnect between customer expectations for empathy and what they experience from businesses.

The study draws on a global YouGov survey1 of over 11,500 consumers across 11 countries, highlighting that consumers deeply value understanding and care, especially in vulnerable moments. Three in five consumers surveyed (60%) said they only used companies that genuinely cared about them and their needs, while nearly three quarters (73%) of respondents said they would avoid using companies that showed a lack of empathy towards their situation or circumstances. 43% of consumers surveyed have left a brand in the past due to a lack of empathy and a further 61% would be willing to pay more for a brand than genuinely cares.

In addition, the survey finds that the utility of artificial intelligence (AI) is recognized, but that it lacks authentic emotional sharing – 71% of the surveyed individuals believe that AI cannot recreate genuine human connections and 92% value direct human interaction over 24/7 availability.

Offering a cross-industry view, the report shows that empathy is especially expected in financial services – 88% of consumers believe it is important (second only to healthcare providers), yet only 63% agree the industry is genuinely empathetic.

“In today’s world, empathy is key to shaping customer experience. Organisations need to embed genuine human connection as a foundation for trust, loyalty, and sustainable growth. Through empathy, businesses can gain a competitive edge and build lasting customer relationships. At Zurich, we see empathy as a learnable skill that forges deeper connections, fuelling trust and loyalty in every interaction,” said Conny Kalcher, Group Chief Customer Officer of Zurich Insurance Group.

“Empathy is the thread that runs through all my academic work. Many years of research consistently shows that it drives trust, co-operation, and long-term success. This report highlights how empathy shows up in business and why it matters -making a strong case for embedding it into every customer experience.” said Dr. Jamil Zaki, Director of the Standford Social Neuroscience Laboratory.

Iris Dang, Chief Operations Officer, Property and Casualty of Zurich Malaysia, said “In Malaysia, empathy is deeply valued, especially in times of uncertainty, when customers want to feel heard and supported, not just processed. Zurich’s global empathy study reinforces that genuine connection builds lasting trust and loyalty. At Zurich Malaysia, we are embedding empathy across our claims and service journeys, from the way we design our processes to how we train and support our people. This reflects our commitment to always care for what truly matters - protecting our customers while being present for them in the moments that matter most."

Embracing empathy as a learnable skill and embedding it into operations can help build resilient customer relationships. Key recommendations from the report include:

• Strategic integration: Make empathy a central part of business strategy, treating it as essential to long-term success rather than just a gesture.
• Empathy training and skills development: Invest in bespoke training which is tailored for both the market and the business function so frontline employees can genuinely understand and respond to customer needs.
• Leadership commitment and measurement: Ensure leaders model empathetic behaviour and track its impact as a key performance indicator.
• Technology and human connection: Blend technological efficiency with authentic human interaction – use AI to support, but not fully replace, personal engagement in customer moments that matter.
• Cultural embedding: Integrate empathy into daily operations and company culture, making it a foundation for all business activities.

Zurich’s global empathy training shows success and delivers measurable results
Despite 45% of consumers believing empathy can’t be trained, Zurich’s multi-award-winning2 Global Empathy Training Program proves otherwise. Co-designed with Be Human Partnership, 26% of Zurich’s global employees have carried out nearly 46,000 hours of training across the UK, Switzerland, North America, Malaysia, and Australia since launching in 2023, and the program continues to expand. As a result of the training and broader activity, there are measurable improvements: customer advocacy and loyalty are all trending upwards with the Transactional Net Promoter Score (TNPS) rising by 7 points from January 2024 to June 2025.

Download the full report “Addressing the Empathy Gap” here.