Trust, Intent, and the Human Touch – this issue of IVALO Insights is all about marketing with meaning.
In a world ruled by AI and automation, the real edge still lies in understanding people. This time we explore why cultural intelligence builds trust, how the intention economy is changing the game, and why even B2B should speak human.
From human to human: greetings from IVALO.
INSIGHT 1
How Cultural Intelligence Builds Trust in the Age of AI
As AI-driven content saturation and misinformation rise, traditional marketing approaches are failing to build trust and long-term loyalty. According to Andre Banks, brands that win in this era won’t be the ones chasing trends—they’ll be the ones shaping them. The key? Cultural intelligence—an approach that blends performance marketing’s precision with deep multicultural insights to create authentic consumer connections.
What works?
- Move beyond short-term performance metrics – Optimizing for clicks and conversions isn’t enough. Consumers expect brands to be culturally fluent and value-driven.
- Authenticity builds trust – Brands like Nike don’t just reflect diversity—they embed it into storytelling. Their So Win campaign proved that real cultural connection drives loyalty.
- Culture isn’t a side initiative—it’s strategy – Multicultural marketing has long been undervalued, but diverse audiences are mainstream drivers of market growth.
- From marketing to relationship-building – Brands need to shift from transactional engagement to fostering deep, emotional connections that resonate over time.
- Cultural intelligence is a business advantage – Studies show that companies engaging across cultural lines outperform competitors—this isn’t virtue signaling, it’s a growth strategy.
The takeaway for marketers
Consumers today expect cultural fluency, not just brand awareness. Those who master cultural intelligence won’t just survive the AI-driven marketing shift—they’ll lead it. Is your brand chasing clicks or creating movements?
Read More
INSIGHT 2
Why the Future of Marketing Lies in the Intention Economy
The Attention Economy is crumbling. As Marie Conley (R/GA Australia) highlights, consumers are tuning out, overwhelmed by digital noise, low-quality content, and algorithm-driven overload. Gen Z is cutting back on media consumption by 25%, while effectiveness in performance marketing has dropped 62% since the pandemic. The fight for attention has turned into a race to the bottom—and the rules of marketing are shifting.
The next frontier? The Intention Economy—where success comes not from stealing attention but from meeting people where, when, and why they show intent.
What works?
- Focus on intent, not interruption – The future belongs to brands that align with moments of real consumer intent, not those chasing fleeting engagement.
- Category entry points over pure salience – Instead of aiming for only broad awareness, brands should own specific buying occasions where they can be top of mind.
- Optimize for action, not just visibility – With AI-driven search reducing informational discovery, brands must focus on “Do” and “Go” moments, where intent leads to action.
- Build deeper owned spaces – Consumers are investing attention in fewer but richer environments. Make your owned channels distinct, insightful, and engaging to capture this shift.
- Not all attention is equal – Low-level “timepass” scrolling isn’t valuable. Brands must tap into moments of action, like decision-making and problem-solving, to drive meaningful engagement.
The takeaway for marketers
In a world where people are consuming less and expecting more, brands must earn intent, not just attention. Those who master intent-driven engagement will win in the new era of marketing. So, is your brand still chasing clicks—or capturing real moments of intent?
Read more
INSIGHT 3
Why B2B Marketing Must Connect on a Human Level
The role of emotion in B2B marketing is a constant discussion, yet it never gets old—because many brands still get it wrong. In Finland especially, B2B companies tend to lean on rational messaging, missing opportunities to build emotional connection and differentiation. Colin Gray (McCann Central) argues that to truly stand out, B2B brands must embrace human connection and creativity, not just rely on data and logic.
What works?
- Insight over data – Understanding behaviour behind the numbers is more valuable than raw data. Great B2B marketing is human-centric, not just algorithm-driven.
- Creativity cuts through – In a complex, low-frequency purchase cycle, bold, memorable creative is a key differentiator that builds long-term brand recall.
- Stories over specs – Facts alone don’t persuade—compelling narratives do. Borrowing from comedians, marketers should find humour and relatability in business challenges.
- Broad reach matters – B2B decisions involve multiple stakeholders, and 40%–60% of purchases are abandoned due to internal disagreement. Marketing must engage the whole buying committee, not just one decision-maker.
- Beyond personalization – While targeted messaging has its place, brands must avoid reducing marketing to data-triggered nudges. The bigger picture—differentiation and emotional engagement—drives real impact.
The takeaway for marketers
B2B marketing must evolve beyond logic-driven tactics to embrace emotion, creativity, and human connection. The brands that resonate, not just inform, will be the ones that win.
Check our latest campaign for HappySignals as a case in point: See the case here »