## What's going on? 

In the past, everyone has treated B2B and B2C separately, but really it’s all business to human (B2H). If you want to move products, you need to move people. And if you want to move people, you need to move their minds. So, we need to create content that engages on a human level – that’s what B2B marketing should be all about. If we spent as much time engaging with our audience, as we did on perfecting features, benefits and our performance marketing funnel, we’d start to see the quality of sales leads improve dramatically.

## Why does it matter?

As the world becomes more digital, we appreciate real human engagement and conversation more than ever. If you really want to drive growth in your business, it’s time to wake up to the power of branding, purpose, storytelling and emotion. This will help your brand become more meaningful in the minds of your audience. Business audiences want more from you than product features or benefits. They want to be entertained, educated and made to feel special. They’d love to know what your business cares about, what you value. Crucially, they want to be treated as human beings, not as buying machines.

## What can we do?

- It doesn’t mean performance marketing should be ditched. Instead, consider tone of voice alongside conversational and colloquial language, and simplify complex topics and themes as if talking to a friend, and reel them in with a story where people need to hear the ending. 
- Become experts in people, emotion and storytelling. Become a trusted educator for your customers; learn for yourself and experiment. Find out what your customers are really experiencing when they engage with you. 
- Be more human. It will make you more likeable, and if you’re more likeable, the chances are you’ll be more profitable, too.

---

__For more from our 2024 Signals Report, read the full piece [here](https://assets.ctfassets.net/sxw14dxmazhg/jNSe8xFxo3VnUarFvWZCt/63fc7b5d494576b1889826043fe98b42/Teamspirit_-_2024_Signals_Report.pdf). Or if you’d like to discuss the impact of these signals on your business contact us at [hello@teamspirit.co.uk](mailto:hello@teamspirit.co.uk).__


In the past, everyone has treated B2B and B2C separately, but really it’s all business to human (B2H). If you want to move products, you need to move people. And if you want to move people, you need to move their minds. Are we losing this?

In marketing, are we losing sight of ‘Business to Human?

## What's going on?

Nature abhors a vacuum.

The ‘advice gap’ in the UK is estimated to be made up of over 12 million people, with only 9% of adults actively receiving financial advice from an adviser.[1] 

While 72% of people believe that getting financial advice is important, 35% of people are ‘not quite sure’ where they should start looking for it.[2]

Instead, people are seeking out information from other sources.

44% of Gen Z believe they can source good financial advice on social media, and over a fifth of investors aged 18-34 are taking investment advice from Instagram.[3]

## Why does it matter?

People are actively seeking out financial advice; they’re just not using traditional channels.

And that’s leading to worse outcomes and exposing people to foreseeable harm.

58% of under-40s who have invested in high-risk investment products, say their decision was based on hype on social media and the news.[4]

With the FCA reconsidering the advice/guidance boundary, new opportunities to meaningfully engage with a wider audience are emerging for advisers willing to put themselves out there and capture this hungry audience – offering people the help they want at the time they need it.[5] 

## What can we do? 

- Fish where the fish are. Reddit and YouTube, TikTok, Instagram and X are the top five platforms where the under-40s look for financial advice.[6] Rethink your channel strategy. Show up.
- Make yourselves accessible. The average content produced by investors ranks closer in comprehension to academic papers than to financial media.[7] Reconsider your tone of voice. Be conversational.
- Dramatise the value of quality. 44% of people who do not use a financial adviser, have said that it is due to a lack of understanding of what an adviser can offer them.[8] Reprioritise your messaging. Prove your worth.

---

__For more from our 2024 Signals Report, read the full piece [here](https://assets.ctfassets.net/sxw14dxmazhg/jNSe8xFxo3VnUarFvWZCt/63fc7b5d494576b1889826043fe98b42/Teamspirit_-_2024_Signals_Report.pdf). Or if you’d like to discuss the impact of these signals on your business contact us at [hello@teamspirit.co.uk](mailto:hello@teamspirit.co.uk).__

---

1. [https://www.boringmoney.co.uk/learn/articles/do-you-need-a-financial-adviser/](https://www.boringmoney.co.uk/learn/articles/do-you-need-a-financial-adviser/)
2. [https://www.covermagazine.co.uk/news/4126415/people-value-financial-advice-struggle-gain-access](https://www.covermagazine.co.uk/news/4126415/people-value-financial-advice-struggle-gain-access)
3. [https://www.moneymarketing.co.uk/opinion/its-time-for-advisers-to-get-social/](https://www.moneymarketing.co.uk/opinion/its-time-for-advisers-to-get-social/)
4. [https://www.fca.org.uk/publication/guidance-consultation/gc23-2.pdf](https://www.fca.org.uk/publication/guidance-consultation/gc23-2.pdf)
5. [https://professionalparaplanner.co.uk/advice-guidance-boundary-may-lead-to-regulatory-restructuring/](https://professionalparaplanner.co.uk/advice-guidance-boundary-may-lead-to-regulatory-restructuring/)
6. [https://www.fool.com/the-ascent/personal-finance/articles/these-are-the-5-most-popular-social-media-platforms-for-financial-advice-should-you-trust-them/](https://www.fool.com/the-ascent/personal-finance/articles/these-are-the-5-most-popular-social-media-platforms-for-financial-advice-should-you-trust-them/)
7. [https://portfolio-adviser.com/fund-management-articles-written-mostly-by-men-and-more-complex-than-a-level-exams/](https://portfolio-adviser.com/fund-management-articles-written-mostly-by-men-and-more-complex-than-a-level-exams/)
8. [https://www.covermagazine.co.uk/news/4120637/lack-understanding-main-reason-seeking-adviser](https://www.covermagazine.co.uk/news/4120637/lack-understanding-main-reason-seeking-adviser)

Nature abhors a vacuum. The ‘advice gap’ in the UK is estimated to be made up of over 12 million people, with only 9% of adults actively receiving financial advice from an adviser. Find out where consumers are turning for advice...

Going social for advice. Should advisers respond… or join the party

__Welcome to our annual Signals report, where we look at the marketplace direction that we believe will have a significant impact on how financial services communicate.__

Despite being unable to categorically rule out an end to the permacrisis, we are cautiously upbeat about two broad themes for the year ahead – an attitudinal shift and tech enablement. 

Some of the changes of attitude that we predict will be widely embraced include: the desire for Fame, doing fewer things better and securing greater impact; Long-termism with a focus on the ‘S’ as sustainability becomes embedded and Business to Human, as B2B communications become braver and go beyond product. 

In terms of tech enablement, of course no 2024 signals report would be complete without a view on AI. Very aware that there’s the good, the bad and the reality, AI Driving Emotional Moments is a fascinating review of positive application, as is Hyper-personalisation. Platform enablement is explored in both The New Adviser, which looks at the impact of TikTok on the advice market, and, in One Line of Sight, we outline how holistic financial services interfaces are meeting user expectations.

Enjoy the read ahead.

[Download the report here](https://assets.ctfassets.net/sxw14dxmazhg/jNSe8xFxo3VnUarFvWZCt/63fc7b5d494576b1889826043fe98b42/Teamspirit_-_2024_Signals_Report.pdf)

If you’d like to discuss the impact of these signals on your business contact us at [hello@teamspirit.co.uk](mailto:hello@teamspirit.co.uk).

Welcome to our annual Signals report, where we look at the marketplace direction that we believe will have a significant impact on how financial services communicate. 

2024 Signals Report

We’re excited to reveal that the winner of our 2023 Pro Bono “For The Better Award” is... [Lurgan Credit Union](https://www.lurgancu.com/).   

Each year we partner with an organisation and donate £15,000 of our time to aid their growth.  

Run in partnership with the Finance Innovation Lab, our award supports organisations that are helping to change the world of finance for the better, putting people and/or planet at the heart of their business model. This year we were specifically looking for organisations tackling financial exclusion during the cost-of-living crisis and received a number of high-quality entries from credit unions, building societies and ethical banks that are delivering life-changing work across the UK.   

Entering a landmark 60th year, Lurgan Credit Union’s mission is to make a positive difference to lives of the people it serves in Northern Ireland. A lifetime partner to its members, it provides access to responsible credit and savings, equips members with tools to build financial literacy and contributes to the financial wellbeing and resilience of the wider community.   

__Lauren Johnstone, Digital Services Officer, Lurgan Credit Union commented: __

### *“Every day we put the needs of our members and our local communities first, helping people access and get the financial support they need. But there is so much that we can do. The cost-of-living crisis has, and continues, to put huge pressure on people’s finances in Northen Ireland and really difficult decisions are being made each day. For many, it really is a decision between food on the table or the heating going on.*

### *“As we enter a landmark year, we want to help more people with the immediate challenges they face, but also equip them for the future. We’re so pleased to be working with Teamspirit to achieve this and I can’t wait to see what we can do in the coming months.”*

We’re looking forward to meeting the team at Lurgan CU and working closely with them to deliver against the remit over the coming months.  

__Montserrat Tojeiro, Managing Director, Teamspirit said: __

### *“Lurgan Credit Union has for a long time been creating a more equitable financial environment for people in Northern Ireland, and its work is truly inspiring. From the support it provides to its members at different life stages, to the local schools initiative, which gives young people the tools they need to manage their money through life. Its work aligns closely with our mission to transform the world of financial services for the better. This is why we are so delighted to announce Lurgan Credit Union as our pro bono partner for 2023 and we can’t wait to start work.”  * 

You can read more about our For The Better Award and the work we’ve done in previous years in the pages below: 

[https://www.teamspirit.co.uk/for-the-better](https://www.teamspirit.co.uk/for-the-better)

[https://www.teamspirit.co.uk/news-insights/pro-bono-team](https://www.teamspirit.co.uk/news-insights/pro-bono-team)

[https://www.teamspirit.co.uk/news-insights/for-the-better-2022-now-open-for-entries](https://www.teamspirit.co.uk/news-insights/for-the-better-2022-now-open-for-entries)

We are thrilled to meet the winners of our pro bono "For The Better" award – Lurgan CU and are excited to join their mission to make finance accessible for everyone! Find out more about our new partnership. 

Proud to announce our new pro bono partnership with Lurgan Credit Union

Nationwide is working with Yahoo Storytellers to create a [12-month campaign](https://www.finextra.com/newsarticle/29565/nationwide-heads-to-tumblr-to-educate-millennials-on-money-matters) on Tumblr to educate young people about managing their money day to day.

The building society wants to help the younger generation learn how to make, manage and save their money, so is developing a range of videos, graphics, Q+As and articles that specifically target 13-24 year olds.

We think it’s an interesting and bold approach by Nationwide to take its message into the online millennial space, where its audience lives and feels comfortable, rather than relying on an advertising campaign to try and drive people towards the building society’s own website or microsite.

Nationwide is taking its message to millennials

Related News

Thu 21 Mar 2024

In marketing, are we losing sight of ‘Business to Human?

Fri 9 Feb 2024

Going social for advice. Should advisers respond… or join the party

Tue 2 Jan 2024

2024 Signals Report

Wed 22 Nov 2023

Proud to announce our new pro bono partnership with Lurgan Credit Union