B2B buyers are still human. That’s the headline insight from the latest edition of The Index Brief. Based on live campaign data from hundreds of global activations, this quarter’s report reveals that creative with empathy, emotion, and a touch of wit consistently outperforms the competition — delivering up to 3× stronger engagement at every funnel stage.

Inside, you’ll get a breakdown of the key trends shaping performance right now, including the decline of fear-based messaging, the rise of humor in cybersecurity campaigns, and why Gen Z is making video the new B2B language.

Whether you’re finalizing 2026 plans or rethinking how your brand shows up, these insights will help you lead with content that connects.