Why It’s Time to Replace B2B and B2C with B2I Marketing

With over 65% of people reporting that their personal and professional lives have merged, the old distinctions between B2B and B2C no longer reflect how decisions are made. Today’s consumers—whether they're buying for themselves or their companies—bring the same emotions, expectations, and behaviors to every interaction. That’s why brands must shift to a B2I (Business to Individual) mindset, recognizing that all decisions are human decisions. Success now depends on understanding the individual behind every purchase, delivering personalized value, and building emotional connections that resonate across both work and life.

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