Forget B2B Or B2C: Why Digital Engagement Is Actually P2P BY LISA APOLINSKI, CMC The pandemic arrived and brought with it many new and surprising changes in how companies do business. One
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of the most interesting, and most impactful, changes for organizations has been how consumers engage with brands. There was a recent survey* on this very topic and the results were clear. Consumers are re-thinking how they interact with others and have re-evaluated prior-
Lisa Apolinski
ities in life. This includes the types of brands that will get their business in the future. These consumers were much more willing to change brands if they did not feel the brand promise was in alignment with their core values. They also felt that they would spend more money with brands that they felt supported and understood their needs during challenging times. This can translate to a simple construct: the more hu- man the brand, the more business that brand may get. These consumers looked at factors other than just price and quality; trust and brand reputation factored into their decisions. This trust encompassed brands taking respon- sibility to live by their values and be more relevant in to- day’s world. No Longer A Nebulous Concept Consumers are looking for companies that represent and reflect their values, their beliefs and their sense of pur- pose in the world today. Brands of the PPE (Pre-Pandemic Era) could float out in the ether as a nebulous concept with
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no real shape or form. Those types of companies may still try to exist on that plane, but companies that do are miss- ing out. They fail to capitalize on retaining customers as well as attracting new customers. And those new custom- ers may be willing to pay more for the relevancy brought to the business exchange. The antiquated constructs of business-to-business or
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