Tackling the Kindness Deficit
Building on the last blog post, we’ve been looking at some of the factors driving ‘the kindness deficit and then looking at ways we can combat it in our own campaigning.
Two big factors that crops up in a lot of the research is digital Influence: Increased screen time and reduced face-to-face interactions may hinder the development of empathy and compassion, especially among younger people. This is a real hot topic and hardly a day goes by without more calls for government intervention around the use of smart phones by young people.
But there are also lots of other societal pressures: Busy lives, the pressures and stresses of everyday life, social atomisation. We live in a nuclear world, where is all too easy to disconnect from work with a ready meal and a box set on Netflix (other platforms are available) rather than going out to meet with friends.
Understanding the kindness deficit involves recognizing these multifaceted issues and working towards creating environments that nurture empathy and compassion.
How can we help Close the Kindness Deficit and make our campaigns inspirational and make space for kindness, not just preach it. Here's a few bullet points that you may or may not agree with:
1. Shift the Frame: Kindness as Resistance
Let’s make kindness feel powerful, not passive. In a world that’s hostile, kindness is a radical act. It's protest, it’s mutual aid, it’s solidarity.
2. Create “Kindness Hooks” in Every Campaign
Even in political messaging, we can centre empathy:
Use real people’s stories with warmth and dignity.
Highlight acts of generosity, care, or transformation.
Frame policies as tools to unlock collective compassion (e.g. "We all want the same").
When working with the client to frame the campaign, always ask —where’s the emotional doorway into this campaign? Kindness often lives there.
3. Build Kindness into your engagement strategy
Invite audiences not just to agree, but to care.
Encourage our audience to a simple action that can express solidarity with others.
Make kindness participatory, not preachy. Get the audience to invest in your messaging. Find the point of connection. We’re looking forward to the release of the video we’ve made for Welsh Refugee Council. We’ve made a real effort to put this framework into practice. Have we succeeded in our aim? We hope you’ll let us know when it’s released.