The Mpathy Index, the only study in Romania that measures how consumers perceive brand empathy, is back in a new edition by MullenLowe Romania, in partnership with Path and iSense Solutions.
The second analysis comes with important news: insights from 3 new categories analyzed – retail, banking and healthcare – alongside the 6 already known areas of the FMCG industry (beer, sweets, soft drinks, dairy, cosmetics, detergents and home care).
The top most empathetic brands in Romania include players that have managed to create real and lasting connections with their audiences. Brands that not only deliver, but understand and respond to people’s needs and emotions. The ranking consists of Lidl in first place, followed by Gerovital, Heineken, Sanador and Enayati Medical City.
Empathy is no longer soft talk. It's serious business. And brands that choose to truly listen earn loyalty, not just attention. For us at MullenLowe Romania, empathy has become a key performance benchmark - both in our internal processes and in our relationship with our business partners. Therefore, with the Mpathy Index and HeartCore package, we provide brands with real tools to stop assuming - but to feel, understand and build authentic relationships. Because the future belongs to those “with passion”, not just to those who tell nice stories.
Cristiana Belodan, Managing Director MullenLowe Romania.
The Mpathy 2025 Index shows that FMCG brands remain the champions in consumer satisfaction, with an average score of 72%, significantly higher than that recorded by service brands (57%). This is because FMCG offers direct, immediate and consistent experiences. In addition, these brands are not afraid to invest in innovation, branding and memorable experiences.
In parallel, services (food retail, medical clinics and banks) play in a more complex arena, as these are experiences involving human interactions and multiple decisions. Here, expectations are much higher, from clarity to emotional support, and satisfaction is dependent on the whole system, not just the brand.
In 2025, brand empathy is no longer just an aspirational ideal, but a concrete differentiator and an essential pillar in an increasingly competitive business context. We are seeing how consumers see empathy as veing equal to authenticity and consistency, not just linked to symbolic gestures or warm messages. Thus, the Mpathy Index becomes a tool that transforms an emotional notion into a strategic, measurable and actionable benchmark for brands that have loyalty and relevance as their objectives.
Roxana Bleoajă, Head of Path, Lowe Group.
The second edition comes at a vital time, when empathy is no longer just a “nice to have”. It is a major distinguishing factor, and empathetic brands not only understand what customers feel and want, they also know how to show them that they care, which translates into loyalty, trust and consumer recommendations.
Empathy today is validated by concrete actions and is becoming a key performance indicator. The results of the 2025 survey confirm that Romanians are looking for clear and tangible evidence of constant engagement through quality, a real balance between price and value, competence and authentic voice. The Mpathy Index is an essential tool in these times, as it provides brands with a clear X-ray of these expectations and data on which they can build to differentiate themselves on the market.
Traian Năstase, Managing Partner, iSense Solutions.
Compared to last year, Romanians are becoming more attentive to concrete aspects when analyzing a brand’s empathy. Quality remains a clear sign of respect, scoring 61% in 2025, up from 57% in 2024. The right quality-to-value ratio is gaining ground, reaching 58% (up from 51% last year), a sign that people associate empathy with a real balance between cost and value, not just token gestures. In addition, expertise – now seen as an expression of empathy – is starting to matter more and more, with the score rising to 26% from 23%. At the same time, uniqueness is gaining ground (23% vs. 20%), showing that authenticity and the distinctive voice of brands are increasingly valued by consumers.
The importance of the Mpathy Index and the need for a strategic communication product to drive brands to a high level of empathy – HeartCore
The Mpathy Index is more than a survey, it has become a strategic tool that works like a radar for brands. It monitors in real time how brands relationship with consumers is evolving and helps to identify disconnection risks early.
In a world where empathy not only helps brands get closer to consumers, but also helps them stay relevant, human and memorable, the need for a research-powered empathy activation tool was glimpsed.
MullenLowe Romania launches, for the first time, HeartCore – an applied product, derived and built based on insights from the Mpathy Index, that transforms these insights into concrete brand, communication and business action. The agency’s new proprietary toolbox integrates multiple instruments and is dedicated to brands in FMCG, financial services, retail & e-commerce, private healthcare, as well as companies undergoing rebranding processes.
