More Human B2B: Why 'Whole-Self Design' matters

For businesses, the inescapable blending of professional and personal lives - nosing into colleagues' homes, pitching in the kitchen and front rooms replacing boardrooms - has changed the way we work, as well as the way we think.

  • Whatever a person's relationship is with a brand, be they employee, senior leadership, customer or prospect, the last two years have altered perspectives on collaboration, motivation and even belonging, opening many people's eyes to not just what is desirable, but what's acceptable when it comes to a value exchange with those they work for or with. In the shorter term, we saw a reaction termed by many as The Great Resignation, with individuals opting out, moving on or changing career direction completely. The longer term implication - The Great Reappraisal - is doubtless less knee-jerk, but perhaps more fundamentally transformative, and something businesses need to shape themselves to accommodate.

    Wonder strives to push the boundaries of what’s possible by helping businesses think differently about how they connect to the people that matter to them. That's why we have always maintained an audience-first approach to the events we create, but as B2B marketing - and the relationship between people and business - evolves, it's even more important that we design events that enable a more progressive, authentic and memorable human experience. More appropriately catering to and capitalising on the blended worlds of work and life, the professional and the personal, to help businesses better connect with the people that matter to them.

    We call this principle 'Whole-Self' design. Events and experiences built around the needs and expectations of a modern, evolved audience - whether B2B or B2E - to engage more effectively and deliver greater longtail value.

    This means creating experiences that don't just share insights, but encourage active discovery. Not just scheduling time for networking, but engineering moments of togetherness. Knowing that transactional value works harder if we also provide emotional meaning. Helping businesses move from great reappraisal to greater reengagement.