The Mpatiei 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 FMCG industry areas already known (beer, confectionery, soft drinks, dairy, cosmetics, detergents and home care).
The Top Most Empathetic Brands in Romania includes 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 really listen earn loyalty, not just attention. Through the tandem of the Empathy Index and HeartCore, we give brands the tools to stop assuming – and to feel, understand and build real relationships.
So, for us in MullenLowe Romania, empathy has become a key performance benchmark – both in internal processes and in our relationship with our business partners. Because the future belongs to those “with care”, not just to those who tell nice stories.”, said Cristiana Belodan, Managing Director MullenLowe Romania.
The Mpatiei 2025 Index shows that FMCG brands remain the champions in consumer satisfaction, with an average score of 72%, significantly higher than that of 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 terrain, 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 equating with authenticity and consistency, not just tied to symbolic gestures or warm messages. The Mpatiei Index thus becomes a tool that transforms an emotional notion into a strategic, measurable and actionable benchmark for brands aiming for loyalty and relevance “, added Roxana Bleoajă, Head of Path, Lowe Group.
The second edition comes at a crucial moment, when empathy is no longer just a “nice to have”. It is a major distinguishing factor, and empathetic brands not only understand what their customers feel and want, they also know how to show that they care, which translates into loyalty, trust and consumer referrals.
“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 Mpatiei 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 in the market .”, said 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 value for money 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.
About MullenLowe Romania
For 32 years in Romania, Mullen is an integrated marketing and communications agency, which aims to maintain its entrepreneurial creative mindset and dynamic spirit. The agency positions itself as a challenger to the traditional way of working in the creative process and adopts a working model based on integration and a holistic perspective on communication.
Mullen’s signature creative product is designed as a business solution, not just a communications solution and, through creative thinking, media innovation and a data-driven customer journey, differentiates our clients’ brands in the intensely competitive landscape.
MullenLowe Romania is part of MullenLowe Global, one of the world’s largest communications networks, with over 90 agencies in the Americas, EMEA and APAC, and one of the holding companies of the Interpublic Group of Companies. In Romania, the agency is part of the Lowe Group, one of the leading communications groups in the market.
For more information, visit romania.mullenlowe.com, Facebook page Mullen or LinkedIn page MullenLowe Romania.
About Path
Path is the Lowe Group’s data analytics and interpretation unit, created in response to the need for businesses to adapt quickly to the speed at which consumer behavior changes. Path integrates an extensive suite of local and international tools and data sources, available across the group’s network of agencies, addressing all communication disciplines.
About iSense Solutions
iSense Solutions – The Modern Consumer Company – uses the most innovative methods to explore and analyze the modern consumer. Founded in 2014, the company offers comprehensive market research services and brings a mix of innovation and efficiency to clients.
