South Africa, Sept. 11 -- For our latest Future 100 Trends Report, VML's global intelligence team surveyed thousands of people across 14 countries and 71% of them said the world feels surreal.

Frankly, as South Africans, we didn't need a survey to tell us that. From global politics to the cost of groceries, we're living in a country where the emotional whiplash is real. In this environment, brands can benefit from something that has not traditionally been the go-to gadget in the marketing toolkit: empathy.

At VML, we believe that real empathy leads to commercial sharpness. When you understand where your consumer is - emotionally and practically - your messaging becomes more relevant, more resonant, and ultimately, more effective.

That'...