Pulchronomics, the study of the economic implications of beauty, has long been a point of interest in consumer marketing. Time and again, research has shown that attractive individuals tend to receive higher salaries, have an easier time securing jobs, and are more likely to be perceived as competent and trustworthy. In B2C marketing, this phenomenon is leveraged regularly, with brands using pretty faces to endorse and amplify product appeal. But what about B2B marketing? Could pulchronomics play a meaningful role in shaping brand perceptions, relationships, and business outcomes in this space?
Pulchronomics in B2B: it’s not just a pretty face
As with other, previously B2C notions such as brand personality, B2B may be becoming increasingly implicated in these trends. Accordingly, while attractiveness has been extensively studied in B2C contexts, its impact in the world of B2B is less explored. However, emerging insights suggest that the halo effect, the cognitive bias where perceptions of beauty connote other positive traits such as kindness and capability, may have growing relevance in professional settings.
In accordance with this convergence, B2B brands are increasingly focusing on brand personality, a concept historically more associated with B2C. Research in the European Journal of Marketing highlights that industrial brands that successfully communicate competence and warmth can significantly boost customer trust and commitment. And, given the research, what better way to affirm this image than through some pretty smiles?
Additionally, research published in the Journal of Marketing suggests that the facial attractiveness of online sellers influences sales outcomes, even in the B2B sphere. Attractive people are more likely to be perceived as credible and likable, increasing trust and engagement. As social media and digital marketing become the norm, and faces appear throughout the user journey, this phenomenon may grow even more pronounced.
Your feed is for your besties… and your brands
B2B brands are increasingly leveraging social media platforms more and more, joining in with consumer spaces, like LinkedIn, Instagram, and even TikTok to build relationships and showcase brand personality. As video content becomes more prevalent, voice attractiveness, a lesser-known component of pulchronomics, is gaining attention. Studies indicate that people perceive certain vocal tones as more trustworthy, suggesting that attractiveness extends beyond physical appearance into speech patterns and digital presence.
The increasing presence of brands to have personalities and exist in in these spaces as people - these spaces set up for social interaction - may mean that brands begin to buckle to the pressures that individuals face: the pressure to look good.
But, looks can be deceiving
The impact of pulchronomics is undeniable, but does that mean all B2B brands should capitalise on it? For some, embracing this phenomenon could be a quick win. However, there’s also an opportunity to disrupt the norm by explicitly challenging traditional attractiveness biases and prioritising authenticity over aesthetics. Brands that take a stand against appearance-based biases could differentiate themselves and build trust with audiences who value substance over style.
Ultimately, a key concept which brands are under pressure to deliver is authenticity. Therefore, in amongst these conversations and considerations, it is of utmost importance that brands bear this in mind throughout. An inauthentic beauty reveals a superficiality and fakeness and, with these, the death of a brand.
What next?
Integrating insights from pulchronomics into B2B marketing is not a black-and-white decision. While attractiveness can influence first impressions and trust, long-term B2B success and the crafting of brand personality, ultimately, hinges on authenticity. Don’t just be beautiful, but do so truthfully and effortlessly.
