The fascination with the new or the security of the known? We have this doubt all the time. No B2B marketing, many times we label the "new" as the next great truth. But is he really as innovative as he seems?Have you ever stopped to think if you are really looking for something new or just a well-packaged reinterpretation of what you already know
The truth is that our brain loves stability and predictability. Studies show that predictable environments reduce cortisol levels (the stress hormone) and increase the feeling of well-being. According to a survey by the University of Cambridge (United Kingdom), the familiarity of predictable patterns in the workplace can improve productivity by up to 27%
However, we live in times when the search for the "different" often surpasses discernment. AND, as a result, trends that have been established for years resurface under new names, captivating the market as if they were unprecedented revolutions
Here are some practical examples in B2B digital marketing:
- Influencer Marketing – He is treated as a cutting-edge digital innovation. But, in the 1940s, Edward Bernays (the father of Public Relations) already demonstrated the power of influencers by connecting brands with celebrities to generate impact
- Customer Experience (CX) Although it is a "hot" term, the concept of "putting the customer at the center" has been in marketing manuals since Philip Kotler, in the 1960s
- Online Communities Treated as the future of B2B and B2C interactions, online communities are nothing more than an evolution of forums and the early internet groups in the 1990s
So, why did we fall into this cycle? Because the new, or the idea of novelty, activates the reward system in the brain, releasing dopamine. That's why, we are drawn to raise these flags of "absolute truth". As the futurist Seth Godin wisely said: "Old ideas can have new value when applied to a new context.”
Another insight comes from Simon Sinek, that states: "People don't buy what you do, they buy the reason you do.This brings us back to what really matters: purpose and impact, instead of labels
Amid so much "novelty", what sets us apart is discernment. We must stop, reflect and ask: does this really work or does it just fascinate because it looks different
If you are in B2B digital marketing or in any other sector, invest in observing trends with a critical eye and ask yourself: "What is truly new here?You may find that you don't need any more news, but rather more clarity and intention in what already works
And you? Look for something new or something that works?
