I was fortunate to win a copy of the audio book Human First Marketing written by Phil Treagus-Evans in a recent The Slice Network competition. Thank you again. It has been an insightful listen, often when I’m in the car in the never ending rain, waiting for my teenagers at football training.
It’s easy to forget, particularly in our AI and automated world, that marketing is still all about trust, empathy, transparency and genuine human connection and that now this matters more than ever, whether in B2C or B2B marketing.
Human centred marketing for regulated businesses
The financial services and insurance sectors are built on trust, yet trust is also the very thing these industries can struggle most to earn. Complex products, regulatory constraints, legacy systems, and years of impersonal communication have created a gap between what customers need and what they feel they’re getting.
Indeed, this is exactly where the principles of Human First Marketing, championed by Phil Treagus‑Evans, can become transformative. It’s not a soft and fluffy philosophy. It’s a strategic shift that can help businesses in regulated industries stand out, build loyalty, and communicate with clarity and integrity.
The book serves as a great reminder to treat our audiences as individuals. People with emotions, motivations, fears and hopes. Individuals who want to be understood and not just digitally optimised!
How thinking this way helps
Certainly, as a marketing consultant working with financial services and insurance clients, I see every day how powerful this approach can be.
Whether it be showing more of the people behind the brand, communicating proactively rather than reactively, building content that feels thoughtful and not corporate, showing values and purpose and not just products. There are many ways to bring the Human, back into marketing.
How I help clients
In a world increasingly shaped by automation, choosing to lead with humanity isn’t nostalgic, it is strategic.
And it’s the kind of marketing I love to see, and want to create more of for clients. Get in touch if you would like to discuss ways I could help.
