How Adobe Is Leading With Compassion And Reimagining Marketing For The Post-Pandemic Future

How Adobe Is Leading With Compassion And Reimagining Marketing For The Post-Pandemic Future

Share to Linkedin In May 2020, a one-minute video tugged on the heartstrings of locked-down viewers all over the world. Set to "What the World Needs Now (Is Love)," Adobe's #HonorHeroes video featured stunning digital portraits from the community of everyday people doing extraordinary things: a grocery store manager framed by stained glass in a saintly fashion, chefs selflessly presenting their food, a chemist, a doctor, a celebration of mothers and more. Creators from the Asian and Pacific Islander community shared their artistic response to the all-too-common question, "Where are you from?" as part of Adobe's Diverse Voices platform. Here's the work of three featured artists. Now with over 52 million views, the video resonated powerfully at a time when people around the globe so desperately needed a healthy dose of compassion. "One of the things that really stood out to me this year is compassion," said Ann Lewnes, Adobe's CMO and executive vice president of corporate strategy and development, during a virtual Forbes event in September. "Compassion in marketing has never been one of the primary goals for most companies, but at Adobe, that's always been part of our culture." Understanding how important compassion and empathy are today, Adobe