The Rising Need for Real Connections in 2025

By Jo Caruana

Our world is saturated with screens. As of now, people spend around 42% of their time on screens and, although this has steadily increased over the years, it hasn’t necessarily made us happier.

Instead, research and trends show that human connection – the genuine kind we share with people in person – is what truly brings joy and satisfaction. This need for real interaction, especially in a digital age dominated by AI, is set to influence how businesses reach and engage with their audiences. As we look to 2025, the trend is clear: human-to-human (H2H) marketing is becoming essential for small businesses.

What is Human-to-Human (H2H) Marketing?

First up, I can’t believe we had to come up with an acronym for ‘talking’. But here we are. So, human-centric – or H2H marketing – focuses on fostering genuine connections between businesses and their customers. Unlike some recent approaches or automated tactics, H2H is all about being authentic, understanding customer needs, and creating experiences that are personal and real. It’s no surprise that in a time of digital overload, people are craving marketing that speaks to them as individuals rather than numbers in a database. And this approach isn’t just a passing fad – it’s becoming a business necessity.

The Core Principles of Human-Centric Marketing for Small Businesses

To embrace H2H marketing, small businesses need to make a few shifts in their approach:

Understand Your Ideal Client

Who is your client, and what problem are they facing? Identifying and deeply understanding your client allows you to offer solutions that truly matter to them, leading to a more meaningful connection. Possibly unpopular opinion: it’s not good running a business that’s all about you; your business is there to serve your client.

Be Present Where They Are

So, once you know your client, it’s essential to be present in the spaces they occupy. This might mean choosing specific social media platforms, attending industry events, or (how’s this for a wild idea) inviting them out for lunch.

Authenticity First

Genuine connections happen when businesses show up as themselves. Drop the corporate veneer and focus on building rapport. People are far more likely to engage with businesses they feel aligned with on a personal level.

Quick Wins for Small Businesses to Start Human-Centric Marketing

H2H marketing doesn’t have to be complicated. Here are a few practical ways to get started:

Develop a Powerful One-Liner

A well-crafted one-liner can help you describe what you do in a way that’s simple, relatable, and memorable. For example, StoryBrand’s framework offers an excellent method for crafting this one-liner. If you’d like some guidance, feel free to reach out to us at The Finesse Group. We’re proud to be StoryBrand certified, and we’d be happy to help you develop yours.

Choose Your Ideal Platform or Venue

Rather than feeling compelled to be everywhere, choose a platform (or in-person setting) where you feel most yourself. Whether it’s LinkedIn, local networking events, speaking opportunities, or even podcasts, lean into the spaces that allow you to be authentic and connect on a deeper level.

Start Small, Grow Your Own Network

One of the best ways to build connections is to create an in-person network. You could organise a small breakfast club, a local brunch, or a roundtable discussion with like-minded professionals. Taking the plunge and arranging a simple event will add a valuable human touch to your business growth strategy.

The Impact of PR and Thought Leadership on Human-Centric Marketing

If your goal is to grow in a human-centric way, public relations (PR) should be part of your marketing mix for 2025. PR is a powerful tool because it magnifies your impact by allowing others to speak on your behalf, increasing trust and reach. Meanwhile, thought leadership enables you to share your authentic voice, positioning you as a trusted and relatable figure in your industry.

Taking Action: Why Small Businesses Should Get Started Now

The benefits of H2H marketing are clear, and the sooner you start, the better positioned you’ll be for the future. By moving away from purely digital tactics and adding a human touch to your strategy, you’ll be able to forge deeper connections, foster trust, and stand out in a crowded market. Embracing this approach now means you’ll already be ahead of the curve as more businesses adopt this trend.

Let’s Connect!

If you’re a small business ready to explore human-centric marketing, I’d love to help you discover a strategy that works for you. Book a 30-minute chat with me to get started, or if you’re local, let’s meet for a coffee. Let’s bring the human touch back to your business!