Innovation doesn’t happen in isolation. It starts with people who build intentional systems to understand human behavior. Data and technology may power today’s marketplace,but empathy is the true differentiator that sets brands apart. Knowing what consumers buy and why, how they use it, what challenges they face, and what makes their experience better lays the foundation for strong product development andmessaging that resonates.

Like engineers observing how contractors interact with building materials, product marketers must immerse themselves in the customer experience. Real insight doesn’t come from dashboards alone. It comes from listening without assumptions, observing real behavior, and engaging not just to gather feedback but to build empathy deep enough to understand what customers may never say outright.

Equally important is recognizing the cultural and demographic shifts shaping modern consumers.Hispanic representation is on the rise, more women are driving key decisions, and diverse communities are redefining what influence looks like. For product marketers, this is a call to move past stereotypes and build authentic connections with the people who use, recommend, and ultimately champion your products.

In this episode of The New Mainstream podcast, Agustin Hernandez, R&D Leader at Owens Corning, explores how empathy and cultural intelligence drive innovation and shape products that more effectively reflect consumer needs and solve real-world problems.