Shell’s marketing efforts demonstrate the power of 'business-to-human' marketing

Shell, the energy giant, has used a ‘business-to-human’ marketing strategy to connect around issues that are often viewed through a strictly business-to-business lens.

Dean Aragón spent 15 years in different roles at fast-moving consumer goods firm Unilever before switching to business-to-business (B2B) communications with energy giant Shell in 2014.

While there are major differences between reaching everyday shoppers and corporate buyers, he noted a critical point of similarity on the “continuum they share as B2H” – or ‘business-to-human’ – brands.