Digital dominates every aspect of our beings, and more and more algorithms are replacing analog. As a result, it’s essential to lean into the concept of ‘human to human.’ The world is facing its relentless march toward all things digital, and there’s nothing wrong with that, save when we don’t consider that the promise of tech is that it’s supposed to improve people’s lives. And that’s where leaning into the concept of human to human is essential. In other words, the human connection is at the core of our lives and irreplaceable.
The digital shift affects everything.
If I were to ask you what is a human to human activity that comes to mind, many people would say the arts. That stands to reason. For centuries, art has been a way for people to communicate and comment on the world around them. From the first etchings in caves to the masters of the 20th and 21st centuries, art has been about evoking feelings and emotions. So, what does that have to do with business? As in marketing activities, the aim is to connect with people. Leadership and human resources are other areas where people want to feel connected.
In the arts, it’s changing. School arts programs are increasingly moving away from traditional mediums, such as canvases and paint, to digital art. That transition reflects a broader transition happening in society—including business. Technology is reshaping whole industries and even how we communicate with each other and evoke the emotions that we want to illicit. For leaders, it means ensuring the human element isn’t lost in all tech dazzle. So, what does that mean? It means creating meaningful relationships, social listening, and trust-building.
Why lean into being human?
Human to human (aka H2H) is becoming central for business leaders. Think about it. As much as there’s a lot of great stuff happening with tech increasing productivity, it’s created the automation paradox. In other words, there’s anxiety about everything from having to learn new tech to fear about job replacements continuously. So, as business leaders, it’s vital to lean into being human—now more than ever. The following are three reasons why.
1. Authentic human connections breed loyalty.
We know that in the digital age, everyone’s got countless choices choices. Therefore, at a time when anyone can get whatever they want, whenever they want it, and more, how can companies stand out? Authenticity is the answer. That means creating a brand that connects on a human level with teams and customers. When there’s a connection that is bigger than the brand itself, that’s when companies have a human to human connection.
For instance, in our sneaker recycling brand, we talk a lot about sustainability. As the world has become more aware of the need to lower our collective carbon footprint, it’s caused running retailers to become places where people can drop off their running shoes and trade up. In other words, a human connection is made because sustainability is central to many people’s values.
2. Emotional intelligence drives innovation.
We know that technology is automating many of what people used to do for themselves. However, something that resulted from the disruption of generative AI is that business leaders learned that writing platforms mimic human speech. Inspiration, creativity, empathy, and emotional intelligence are not held by technology because tech doesn’t have feelings. It can copy and recreate a good piece of writing, but it needs to be inspired to do it. It’s coded to do it.
A vital thing business leaders need to tap into is emotional intelligence. It means managers must understand when and how people feel about changes and work with them to de-escalate things from getting stressful. Moreover, it’s essential to require team members to develop their emotional intelligence. How? Get trainers to come into the office. Find professional development and leadership courses. Doing so is vital to a tight team that’s innovating.
3. Resilience in the face of digital disruption.
It’s fair to say that the rapid pace of digital transformation can be overwhelming. Still, companies and business leaders that focus on the human connection have an advantage. They understand that business is rooted in that concept. As a result, even if they’re bringing in many tech platforms, they know it’s done to make companies more productive. They embrace evolution rather than fear it.
One of the ways companies succeed is by continually testing and embracing the ideas of innovation and resilience. The H2H approach doesn’t mean rejecting technology. Instead, it’s about embracing it, including the uncertainty, but first and foremost, leaning into understanding people. In short, this isn’t a time to only embrace tech, as much fun as that could be. It’s about always thinking of people first.
If you want people-centered marketing results, visit Elsey Enterprises.
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