Why All Marketing Is Now B2I—Business to Individual

In today’s world, all marketing is B2I—Business to Individual. The lines between B2B and B2C are fading as consumers demand more personalized, human-centered interactions from brands. Whether you're selling to businesses or individual consumers, your audience is made up of real people with unique preferences, emotions, and needs. To succeed, brands must move beyond generic messaging and connect on a personal level. It’s no longer about selling to a category; it’s about resonating with the individual behind the decision. At Sooth, we help brands unlock these personal connections, using emotional and behavioral insights to engage consumers on a deeper level. Because when brands speak to the individual, they earn loyalty and drive lasting impact.

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