Why B2B Communication Needs a Revolution for Real Connection
In the latest report from HAVAS Red, titled Inside Person-to-Person (P2P) Communications: Brand Stewardship via Human Connection, the traditional boundaries between business-to-business (B2B) and business-to-consumer (B2C) communications are shattered, giving rise to a new era where every interaction is fundamentally person-to-person (P2P). This shift demands a reimagining of how brands engage, requiring them to infuse every communication with empathy, emotional intelligence, and a deep understanding of human connection.
The report underscores the urgency of this transition, noting that “the pandemic re-grounded us all in our humanity and left us craving connection.” In this context, the old approach to B2B communications, characterized by passive, generic interactions, is no longer tenable. Instead, brands must now recognize that every business interaction is ultimately a human interaction, and that success in this new landscape hinges on their ability to connect on a personal level.
To thrive in this P2P environment, the report outlines four essential rules of engagement: proving your purpose, engaging through employee-generated content (EGC), leveraging partnerships with influencers, and elevating experiential marketing efforts. These strategies are not just about staying relevant—they are about building lasting, meaningful connections that drive both business success and brand loyalty.
As the report compellingly argues, “The brands that will be remembered in the 2020s will be the ones that turn this era’s upheaval and anger into a force for connection and responsible business.” Now is the time to embrace P2P communications and lead your brand into a future defined by human connection.
