In the B2B2C model, the spotlight often falls on the consumer. But real, sustainable growth begins with the “B.” Too often overlooked, business partners, retailers, and healthcare professionals are the critical bridge that connects brands to end-users.

This session explores how applying consumer-centric thinking to the “B” can transform engagement across the entire value chain. Drawing from two decades of experience across FMCG and pharma, Jamie Say will share how to build strategies that empower partners, foster trust, and ultimately deliver greater impact to consumers. Attendees will gain practical insights into reframing B2B as a growth engine—not just a channel—in creating ecosystems that are both impactful and sustainable.