The fascination with the new or the security of the known? We have this doubt all the time. In B2B marketing, we often label the "new" as the next big truth. But is he really as innovative as he seems?Have you ever stopped to think if you're truly seeking 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 (stress hormone) and increase the feeling of well-being. According to a study by the University of Cambridge (United Kingdom), familiarity with predictable patterns in the work environment can improve productivity by up to 27%.
However, we live in times when the pursuit of the "different" often surpasses discernment. And, as a result, long-established trends 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 create impact.
- Customer Experience (CX) –Despite being 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 –Considered the future of B2B and B2C interactions, online communities are nothing more than an evolution of forums and early internet groups in the 1990s.
So, why do we fall into this cycle? Because the new, or the idea of novelty, activates the reward system in the brain, releasing dopamine. Therefore, we are drawn to raise these flags of "absolute truth." As the futurist Seth Godin rightly said: "Old ideas can have new value when applied to a new context."
Another insight comes from Simon Sinek, who states: "People don't buy what you do; they buy why you do it." This takes us back to what really matters: purpose and impact, rather than labels.
Amidst so many "novelties," what sets us apart is discernment. We should stop, reflect, and ask: does this really work or is it just fascinating because it looks different?
Whether you're in B2B digital marketing or 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 more novelties, but rather more clarity and intention in what already works.
And you? Are you looking for something new or something that works?
