JP
BS1-35
17:15-18:30- JP
A New Playbook for Communication in a B2B2C World
— Aligning Empathy and Profit by Shaping Markets from Upstream
In the sustainability space, it has long been said that “B2C companies, which connect directly with consumers, have the advantage when it comes to marketing.”
But is that really the case?
B2B companies operating upstream of the market often hold the true source of consumer value—and with it, the power to influence how markets themselves evolve.
This session explores communication strategies through a B2B2C lens, looking end-to-end from B2B to B2C. We will discuss how companies have successfully generated consumer empathy and translated it into tangible business value and profit.
What was once considered the exclusive domain of B2C companies—balancing empathy and profitability—is now emerging as a practical and strategic reality for upstream B2B players as well.
Speaker
Sustainable Brands TOKYO
General Incorporated Association “NEW HERO”
Futoshi Takashima is a founder / CEO of the General Incorporated Association “NEWHERO”, which approaches social issues from the creator’s point of view and runs a community that connects social activists and creators.
Futoshi is also a visual director/documentalist, specialized in bringing out and capturing ephemeral emotions and moments from individuals, and actively creates social-good content.
He efficiently applies visual expression and ideas which he cultivated through his experience in the advertisement industry, in the field that solves social challenges, and works on creating new stories that reach out to people’s hearts.
His major works are P&G’s “Mom’s Happy 1st Anniversary”” (ママも1歳、おめでとう) etc., which won awards both at home and abroad.
Sumitomo Mitsui Financial Group, Inc.
DENTSU LIVE INC.
Green Sustainable Chemicals Division
Mitsui Chemicals, Inc.
Relation Sessions
