For decades, marketers have lived within the boundaries of B2B (business-to-business) and B2C (business-to-consumer). Each had its own playbook, language, and logic. But Oscar Di Montigny, the founder of the Spherical Economy, believes these categories no longer reflect the world we live in—or the people we serve.
In their place, he offers a more universal, more conscious model: H2H—Human to Human.
This is not a marketing evolution—it’s a philosophical restoration.
It’s not about targeting—it’s about understanding. Not about conversion—it’s about communion.
“In the age of spiritual noise and digital fatigue, what people really crave is presence,” says Di Montigny. “Not just usefulness, but soulfulness.”
H2H isn’t just a model—it’s a movement toward re-centering the human in all our systems: economic, political, technological, and cultural.
B2B and B2C — Functional, Not Emotional
Traditional B2B and B2C approaches were designed for efficiency. B2B focused on logic, metrics, and multi-step decision-making. It was about ROI, procurement cycles, and value chains. Meanwhile, B2C leaned on emotion, but often for superficial influence. Discounts, convenience, and catchy branding drove the experience.
Both models, Oscar argues, reduced humans to transactions. Buyers were seen as departments, not people. Consumers were segments, not souls. These frameworks spoke to what people do, not who they are.
The problem? People don’t compartmentalize their values just because they’re at work or at the store. Whether purchasing for a Fortune 500 company or choosing a brand of soap, what we all truly want is relevance, respect, and relationship.
The Rise of Emotional Expectation
The digital age shattered the walls between B2B and B2C. Today’s buyers and customers—whether in a suit or sweatpants—expect personalization, purpose, and presence. They want brands that understand them, speak their language, and reflect their values.
And they want more than function. They want meaning.
Oscar calls this the shift from performance to presence. It’s no longer enough to be useful—you must be meaningful. It’s not just about what you offer, but how you make people feel. In this era of information overload and algorithmic manipulation, sincerity has become the most powerful differentiator.
Even in B2B, relationships now drive results. Trust, transparency, and shared mission matter more than specs or pricing. In B2C, loyalty is built not through slogans, but through stories, service, and soul.
At the Grateful Foundation, which explores the ethical and spiritual dimensions of human-centered design, we see this reflected in how people engage—not only as consumers, but as conscious contributors.
H2H: The Return to Relationship
H2H places the human at the center of every business decision. It’s about re-humanizing commerce. Oscar frames this not as a tactic, but a truth: behind every screen is a human being—with fears, aspirations, responsibilities, and dreams.
In the H2H model, we speak with people, not at them. We listen before we launch. We co-create before we sell. Marketing becomes a dialogue. Sales becomes service. Strategy becomes sincerity.
Oscar believes that the most powerful business advantage today is empathy. And empathy isn’t soft—it’s strategic. It fuels innovation, deepens loyalty, and builds communities around causes, not just products.
H2H is the return to the relationship. It’s a rediscovery of the ancient truth that commerce, at its core, is an exchange between humans seeking to improve life for each other.
This is what the Spherical Economy calls for: not just optimization, but humanovability—the ability to evolve with soul, with responsibility, with awareness.
The Only Segment That Matters is Humanity
Oscar’s H2H philosophy dismantles the false dichotomy between B2B and B2C. It replaces segmentation with sincerity. It demands that we stop designing for roles and start designing for people.
Whether you’re selling a tech solution to a CMO or a coffee to a commuter, the truth remains the same: behind every decision is a human. A human who wants to be seen, heard, and understood.
In this light, the future of business isn’t about scale—it’s about soul. The most successful companies will be those that make the shift from category-driven to connection-driven. From performance to presence. From marketing to meaning.
Because at the end of the day, every business is just a human helping another human solve a problem—and in Oscar Di Montigny’s worldview, this is not just a business truth, but a human and spiritual one.
This article is published on Phenomena
