Rethinking B2B Values for 2025

Our world is changing at a record pace. One day something is considered best practice and the next day, it’s out. Just like cultural trends, business needs and values are shifting in big ways. To help you stay ahead of the changing B2B landscape, we’ve developed an evolved version of the Bain Pyramid.  

In the 6+ years since the original Bain Elements of Value® pyramid was published, we’ve seen a significant shift in the B2B buyer’s mindset. Buyers today are more digital-first and expect co-creation, largely due to the increasing pressure to “do more with less”. Additionally, factors like the rise of cybercrime, the climate emergency, and advancements in AI are reshaping priorities for businesses. This change is driven by a combination of post-COVID realities and broader socio-economic trends. 

We can use this evolved pyramid as both an analytical tool and a planning tool. It can be run as a diagnostic for brands and their competitors as well as for planning integrated experiences and engagement from demand to brand.  

If you’re interested in a complimentary competitive analysis, book an inspiration session with us. If you prefer to DIY, explore the chart below or download the evolved pyramid as a PDF.