In 2020, Zoom became the default way to hold a meeting. We know it made it possible for many businesses to continue to operate throughout the pandemic and it allowed associates to catch up more easily – whether they were across town or across the globe.

But perhaps even more noteworthy, video meetings gave us all an insight into one another’s lives – seeing our managers or clients’ children who would occasionally wander into meetings, or pets who demanded a pat. We saw their kitchens, living rooms, sometimes even their bedrooms. And in turn, our customers saw our real lives too.

This may seem like a small detail but over the past 18 months, it’s had a significant impact on the way we work and relate to one another. And there’s no turning back.

The recently released Jeunesse Australasia’s Global Wellness and Aesthetics Trends Report 2030 identifies this shift as one of the top trends that will transform business operations throughout the next decade. It’s on par with the massive impact that the direct-to-consumer (DTC) model had on the past decade.

The Business to Consumer (B2C) model is about to be transformed into a Business to Human (B2H) model, made possible by video and other technologies.

As customers experience the benefits of B2H, they will demand it from all industries. Business owners can future proof their company by adopting a more empathetic approach to sales and marketing. Here’s where to begin:

Consider your customers’ lives beyond your business

As business owners, we often spend a great deal of time thinking about our customers’ needs as they relate to our products or services. The challenge now is to think holistically and build a more complete and nuanced view of customers. Perhaps you got a glimpse into their lives on Zoom, or maybe their social media profiles offer a window into their lives.

Brands that communicate with audiences as whole human beings, with relevance and cultural sensitivity about topics that matter most to them, are far more likely to build trusted, authentic relationships. This ultimately translates into long-term success for businesses.

Support their existing rituals and routines

With a new understanding of and sensitivity towards your customers’ lives comes new opportunities to support their rituals. Self-care has emerged as one of the primary and ongoing areas of concern for many, as we all focus on strengthening our immunity and resilience during unsettled times.

The amplification of daily rituals to help maintain a sense of control has been enabled largely through wellbeing and aesthetic rituals – from skincare rituals such as at-home facials which help focus the mind and release stress to fitness routines such as yoga or walking.

Reflect their values in the way you operate

While their daily routines have taken on greater significance as a result of the pandemic, customers are also thinking beyond the everyday. The pandemic has accelerated a shift towards purpose-driven business operations and customers are increasingly demanding that companies and brands operate in a way that is consistent with their own values.

This will be one of the most powerful ways to create brand loyalty over the next decade. However, it must be done authentically and communicated consistently in both words and actions. Savvy customers want companies that show they can walk the walk and not just talk the talk.

Direct selling and the Business to Human model

The direct selling industry is uniquely poised to capitalise on the shift to a B2H model. In fact, direct selling has operated in this way for decades by harnessing a passionate network of independent distributors.

At Jeunesse, our distributors form one-on-one relationships with their customers and have unique insight into their lives, making the buying experience authentic and seamless.

With the systems and processes already in place to leverage B2H, direct selling is a business model for the future.

About Rachel McVinish, General Manager, Jeunesse Australasia:

With more than 15 years’ in business and operations management, Rachel has a wealth of experience in both management and Direct Selling strategies.

Rachel’s breadth of knowledge derives from past roles in the FMCG industry and within Top 100 Direct Selling Companies, where her extensive sales, marketing, finance, problem solving, logistics and relationship management skills have attributed to record monthly sales and several awards for best performing regions.

Rachel believes determination, dedication, and work ethic all contribute to success and inspire her today in her current role at Jeunesse Australasia.

As General Manager of Jeunesse Australasia, Rachel oversees all business operations and is responsible for the creation and implementation of targeted strategies for the global, billion-dollar brand. Rachel is passionate about helping others succeed and aims to inspire through efficient, customer service centric communication.

Jeunesse Australasia brings people together and ensures that everyone is empowered to feel youthful, enjoy a healthy life and discover financial freedom under one simple idea. Jeunesse combines breakthrough science in a product system that enhances youth by working at the cellular level, whilst empowering people to achieve their financial goals with a rewarding network marketing business model.