From B2B (Business to Business) to B2H (Business to Human): Momentum Japan Proposes a New Concept in B2B Communication

【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.