{"id":945,"date":"2015-01-30T06:35:26","date_gmt":"2015-01-30T06:35:26","guid":{"rendered":"http:\/\/localhost:10151\/uncategorized\/the-empathy-economy-whats-in-it-for-the-average-joe\/"},"modified":"2018-01-17T17:59:45","modified_gmt":"2018-01-17T17:59:45","slug":"the-empathy-economy-whats-in-it-for-the-average-joe","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/thought-leadership\/the-empathy-economy-whats-in-it-for-the-average-joe\/","title":{"rendered":"The Empathy Economy: What\u2019s in it for the Average Joe?"},"content":{"rendered":"<p>The notion of \u201cempathy\u201d in a business context has caused a stir since we learned Facebook has an<a href=\"http:\/\/www.businessinsider.com\/facebook-says-it-has-dropped-the-term-users-and-has-an-empathy-team-2014-12\" target=\"_blank\" rel=\"nofollow noopener\" data-href=\"http:\/\/www.businessinsider.com\/facebook-says-it-has-dropped-the-term-users-and-has-an-empathy-team-2014-12\">\u201cEmpathy Team\u201d<\/a>\u00a0dedicated to helping engineers learn what it\u2019s like to be a user or an advertiser on its platform. This approach has provoked searing critique from the likes of\u00a0<a href=\"http:\/\/om.co\/2014\/12\/26\/empathy-is-not-a-corporate-slogan\/\" target=\"_blank\" rel=\"nofollow noopener\" data-href=\"http:\/\/om.co\/2014\/12\/26\/empathy-is-not-a-corporate-slogan\/\">Om Malik<\/a>, who points out the sinister superficiality that having such a team represents, and\u00a0<a href=\"http:\/\/www.ft.com\/intl\/cms\/s\/0\/b6ea5dc8-975b-11e4-845a-00144feabdc0.html#axzz3OeOBZR1f\" target=\"_blank\" rel=\"nofollow noopener\" data-href=\"http:\/\/www.ft.com\/intl\/cms\/s\/0\/b6ea5dc8-975b-11e4-845a-00144feabdc0.html#axzz3OeOBZR1f\">Lucy Kellaway<\/a>\u00a0at the\u00a0<em>Financial Times\u00a0<\/em>who lambasts the shift in terminology from \u201cdaily average users\u201d to \u201cdaily\u00a0<em>average people<\/em>,\u201d as condescending to the so-called \u201caverage\u201d people who use its platform.<\/p>\n<p>This \u201cEmpathy\u00a0<em>Team<\/em>\u201d should, however, not distract from the fact that Facebook\u2019s primary tactic for simulating empathy is through the personal data it collects on its users. Facebook\u2019s algorithms tap into all of its users\u2019 data\u200a\u2014\u200atheir online identity, behavior and preferences\u200a\u2014\u200ato drive business and for financial gain. This data is used to further build out Facebook\u2019s services, which keeps people coming back; this is then traded for advertising dollars.<\/p>\n<p>Since almost everyone in the world with access to the Internet is on Facebook (and\u00a0<a href=\"http:\/\/techcrunch.com\/2014\/10\/09\/internet-innovation-challenge\/\" target=\"_blank\" rel=\"nofollow noopener\" data-href=\"http:\/\/techcrunch.com\/2014\/10\/09\/internet-innovation-challenge\/\">Facebook needs to expand the Internet universe to grow<\/a>), clearly, people don\u2019t seem to mind. They are aware of the value exchange going on, and are willing to trade their data for the price of a tailored newsfeed and personalized marketing messages. This is because the Facebook experience is truly great and life has never been better for the recipient of an ad.<\/p>\n<p>People, however, are only valuing their data at today\u2019s price. Their valuation bears no thought for how their data might be used in the future.<\/p>\n<p id=\"04dd\">As\u00a0<a href=\"http:\/\/en.wikipedia.org\/wiki\/Jaron_Lanier\" target=\"_blank\" rel=\"nofollow noopener\" data-href=\"http:\/\/en.wikipedia.org\/wiki\/Jaron_Lanier\">Jaron Lanier<\/a>\u00a0puts it, \u201call forms of automation ultimately rely on data that come from people.\u201d If we know that people\u2019s data is being used to build things greater than the sum of us, where does that leave the value of our data?<\/p>\n<p>I believe\u00a0<a href=\"http:\/\/www.nytimes.com\/2013\/06\/09\/opinion\/sunday\/fixing-the-digital-economy.html?pagewanted=all&amp;_r=1&amp;\" target=\"_blank\" rel=\"nofollow noopener\" data-href=\"http:\/\/www.nytimes.com\/2013\/06\/09\/opinion\/sunday\/fixing-the-digital-economy.html?pagewanted=all&amp;_r=1&amp;\">Jaron Lanier<\/a>\u00a0and\u00a0<a href=\"https:\/\/twitter.com\/docjamesw\" target=\"_blank\" rel=\"nofollow noopener\" data-href=\"https:\/\/twitter.com\/docjamesw\">James Whittaker<\/a>\u00a0think the solution to all this is a micro-payments system, where people are paid a small fee each time they share their data, to ensure that \u201ccitizens (do) not lose the power of the purse.\u201d (Lanier). Emergent social network,\u00a0<a href=\"http:\/\/www.zdnet.com\/article\/new-social-network-tsu-signs-one-million-users-in-just-five-weeks\/\" target=\"_blank\" rel=\"nofollow noopener\" data-href=\"http:\/\/www.zdnet.com\/article\/new-social-network-tsu-signs-one-million-users-in-just-five-weeks\/\">Tsu<\/a>, which pays people in royalties when they are advertised to, gained 1\u00a0<a href=\"http:\/\/www.zdnet.com\/article\/new-social-network-tsu-signs-one-million-users-in-just-five-weeks\/\" target=\"_blank\" rel=\"nofollow noopener\" data-href=\"http:\/\/www.zdnet.com\/article\/new-social-network-tsu-signs-one-million-users-in-just-five-weeks\/\">million users in just four weeks at launch<\/a>, showing interest in this model.<\/p>\n<p>Such a system makes sense to me. However, the price of people\u2019s data should not be pegged to its value today, as this does not take into account the future value of this data, when it is used to construct sophisticated and profitable automated systems.<\/p>\n<p>I think there is a need for a marketplace where people can bet on the price of people data, based on their take on what the future holds. This would be an efficient capitalist solution that maintains competition in a scenario where everyday people stand to gain.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The notion of \u201cempathy\u201d in a business context has caused a stir since we learned Facebook has an\u201cEmpathy Team\u201d\u00a0dedicated to helping engineers learn what it\u2019s like to be a user or an advertiser on its platform. <\/p>\n","protected":false},"author":44,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-945","post","type-post","status-publish","format-standard","hentry","category-thought-leadership"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Empathy Economy: What\u2019s in it for the Average Joe? - UM JAPAN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jp.umww.com\/en\/thought-leadership\/the-empathy-economy-whats-in-it-for-the-average-joe\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Empathy Economy: What\u2019s in it for the Average Joe? 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