From B2B (Business to Business) to B2H (Business to Human): Momentum Japan Proposes a New Concept in B2B Communication
Momentum Japan advocates for a new concept in B2B communication, 'B2H (Business to Human).' It emphasizes the importance of an approach that values empathy, treating the business counterpart as a 'human' with emotions.
📋 Article Processing Timeline
- 📰 Published: April 8, 2026 at 21:24
- 🔍 Collected: April 8, 2026 at 13:00
- 🤖 AI Analyzed: April 20, 2026 at 19:02 (294h 2m after Collected)
【April 8, 2026: Tokyo】
Momentum Japan Inc. (Headquarters: Shin Aoyama Building East, 1-1-1 Minami-Aoyama, Minato-ku, Tokyo; Managing Director: David Marquez-Clemente) has proposed a new concept in B2B communication, B2H (Business to Human), and announced the results of its foundational 'Global Survey on B2B Events'.
B2B communication often tends to view the target as a 'rational business person,' limiting itself to descriptive and uniform service introductions. This traditional approach fails to adequately meet the essential needs of the individuals responsible for business decisions. In response to these needs, Momentum Japan will offer a variety of solutions utilizing the 'B2H' concept.
■ About 'B2H' (Business to Human)
Momentum Japan proposes 'B2H,' which reframes B2B not just as 'business to business,' but as 'Business to Human,' focusing on the insights of each individual. This approach aims to build more empathetic and effective B2B communication by deeply understanding the challenges and values of the target decision-makers (BDMs).
Our survey of Japanese BDMs revealed the following insights:
1. Many BDMs feel that B2B events have a strong sales focus from companies and brands, leading to lowered expectations as they feel the events are not designed for their business needs.
2. While they participate to gather information and share it internally, they feel stressed by the uncertainty of finding necessary information and the difficulty of sharing due to information overload.
3. Furthermore, while there is a need to advance their business by meeting new partners and industry peers, the issue of not fully achieving this objective has also become clear.
■ About 'B2H' Solutions
Based on the insights of BDMs, Momentum Japan will roll out a variety of solutions utilizing the 'B2H' concept. For example, we will provide support tailored to the practical work of BDMs, including ① qualitative research that delves into their true opinions and insights, ② networking opportunities designed to connect them with necessary information and people facing similar challenges, and ③ opportunities to receive direct advice from industry experts with diverse experience.
FAQ
What is B2H (Business to Human)?
B2H is a concept that redefines B2B as not just 'business to business' but as 'human to human' communication, focusing on individual insights.
Why is B2H important today?
Many business decision-makers are experiencing decreased satisfaction and stress with traditional, uniform B2B events and are seeking more human connections.
What B2H solutions does Momentum Japan provide?
Momentum Japan provides qualitative research to uncover the true thoughts of decision-makers, networking opportunities tailored to specific purposes, and advice from industry experts.