The Power of emotional connection: What P&G’s “Thank You, Mom” Campaigns teach B2B marketers

Over the weekend, as Mother’s Day approached, I found myself drawn back to P&G’s iconic “Thank You, Mom” campaigns, especially the 2016 “Strong” ad, which I watched for the first time and the unforgettable 2012 “Best Job” campaign, among other brilliant campaigns. As a mum of two dedicated young athletes, these campaigns resonated deeply: the storytelling, the emotion, the music and the universal message about the power of support, sacrifice and love. I recently wrote a blog post on connecting through emotion which generated a lot of discussion so I wanted to continue to explore this theme.

The lessons from these campaigns go far beyond consumer marketing, they offer a blueprint for how B2B brands can build lasting connections by leading with emotion.

Emotional marketing in B2B: Key insights

1. Emotion drives decisions, even in B2B: It’s a myth that B2B decisions are purely rational. Research shows that B2B buyers are as emotionally connected to their vendors as consumers are to brands. In fact, emotional factors account for up to 66% of B2B buying decisions, compared to just 34% for rational considerations.

2. Trust and empathy build lasting relationships: Just as P&G’s campaigns authentically celebrated the role of mothers, B2B brands can foster loyalty by demonstrating empathy, listening actively and aligning with customer values. Brands that consistently deliver on their promises and show real understanding of their customers’ challenges are far more likely to build enduring partnerships.

3. Storytelling humanises brands: P&G’s success wasn’t just about beautiful visuals, it was about telling real, relatable stories of perseverance and support. In B2B, storytelling is equally powerful. Sharing narratives about overcoming challenges, collaborating for success, or supporting clients through adversity humanises your brand and makes it memorable.

4. Emotional campaigns outperform rational ones: The data is clear: emotional B2B campaigns are seven times more effective than rational, feature-focused ads when it comes to driving growth and long-term loyalty. By tapping into emotions like trust, optimism, and empathy, brands can create meaningful connections that influence decisions and build advocacy.

Applying the Lessons for B2B: From “Thank You, Mom” to B2B

• Lead with authenticity: Like P&G, focus on genuine stories that reflect your brand’s values and your customers’ journeys.

• Integrate emotion across channels: Don’t limit emotional storytelling to one format-use video, social, and direct communication to reinforce your message.

• Encourage engagement: Invite your audience to share their own stories, building a sense of community and shared purpose.

• Balance emotion and reason: While emotion opens the door, rational proof points still matter, combine both for maximum impact.

Ready to build deeper connections in B2B?

If you want to move beyond transactional relationships and create lasting emotional connections with your customers, now is the time to put these lessons into action. 

• Audit your current messaging - Review your communications to ensure they resonate emotionally, not just rationally.

• Identify customer success stories - Highlight real examples of how your solutions have made a difference.

• Experiment with emotional content - Test storytelling and empathetic messaging across your channels.

• Measure and refine - Track results and adjust your approach to maximise impact.

If you’d like to explore how emotional storytelling can elevate your brand - Book a call.