When we receive a brief or start to understand a client's needs, the first thing we ask is whether the communication is aimed at other businesses (B2B) or end consumers (B2C), because the tone, messages, aesthetics, and channels define everything.
TTraditionally, B2C communication is seen as creative, emotional, and warm. Meanwhile, B2B tends to be colder, more technical, and impersonal. As if behind a company there were no feelings, emotions, or stories; only processes, KPIs, and functions.
But this logic is falling short. Behind every corporate decision, every RFP, every follow-up email or negotiation meeting, there are people; people with doubts, ambitions, goals to achieve, a desire to grow... and also fear of making mistakes.
And that changes everything.
While it's true that B2B and B2C communication may have distinct languages and dynamics, it's not just about business models, but about relationship models. We don't speak to companies. We speak to the humans who make them up and who make decisions day by day. So, what if we stopped thinking in terms of B2B or B2C and started thinking in terms of H2H, Human to Human?
We might be selling software for travel agencies or vegan ice cream; or advising a bank or a cosmetics brand. But at the end of the day, there's always someone on the other side reading, listening, and deciding. Therefore, our work as strategic communicators and public relations professionals is not just to understand the organization's objectives, but to deeply understand the people behind each company.
This implies broadening the focus. It's no longer enough to know the product's functionalities, technical benefits, or value proposition; we need to understand the cultural, professional, and emotional environment of the decision-maker. Who are they? What motivates them? How do they measure success? What keeps them up at night? Are we talking to procurement? To a CMO? To the CEO? To a technical committee? Each will have a different logic, language, fear, and expectation. And that should be at the heart of the brief, not in a footnote.
As communication consultants, our responsibility goes beyond executing a campaign or generating visibility. The real value lies in guiding our clients so that together we can understand not only the companies they want to reach, but also the people who lead, build, and represent them.
Organizations, just like people, have personalities. Some are rigorous, others more flexible; some prioritize efficiency, others creativity. And that institutional identity also shapes the type of talent they attract and the decisions they make. That's why, when we manage to understand the corporate culture of those we want to win over, we create more relevant, more effective, and above all, more human communications.
The H2H approach isn't a trend: it's an essential reminder. In a world saturated with automation, metrics, and segmentation, genuine connection remains the most valuable thing because in the end, it doesn't matter if we sell to companies or to people: what matters is if we make someone on the other side feel seen, understood, and supported.
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