NAVIGATING TURBULENT TIMES: B2B Business in the 1960s vs. Today
Disclaimer: This is not a political statement. The information shared provides context to those of us who were not alive in the turbulent times of the ‘60’s with discord and strife as a country. In the spirit of sharing this information, it is meant to offer solace and hope that if we made it through in the past, we can do so once again…
Summary
Drawing parallels between the socially divided 1960s and today’s polarized environment, this white paper highlights enduring B2B business principles including:
· Anchoring firms to essential industries and macro-trends,
· Combining human trust with digital credibility,
· Leveraging regional strengths alongside digital reach,
· Building operational resilience through automation and diversified supply chains,
· Focusing on mission-critical value amid cultural divides,
· Relying on institutional stability, and
· Embracing innovation as a differentiator.
These core elements enabled B2B companies to thrive amid uncertainty by prioritizing reliability, indispensability, and value delivery over distractions.
Context of the 1960s
Social division: Civil Rights Movement, Vietnam War protests, generational and cultural clashes.
Economic backdrop: Despite unrest, the U.S. economy grew rapidly in the first half of the decade (the so-called “postwar boom”), slowed toward the late ’60s with inflation and war spending, but overall GDP and industrial output were strong.
Technological shifts: Mainframe computing, early data automation, containerization in shipping, and the Interstate Highway System created efficiencies.
How B2B Companies Managed and Grew
Strong Demand from Industrial Expansion
Manufacturing, construction, aerospace, and defense industries boomed
B2B suppliers benefited from federal contracts tied to space exploration (NASA/Apollo program), defense spending, and infrastructure
Relationship-Centered Business Development
Deals weren’t “one-off” but built on long-standing personal trust networks
Even amid cultural division, executives focused on stability and reliability — if you could deliver consistently, you earned repeat work
Geography & Regional Anchors
Many B2B firms were deeply tied to local or regional ecosystems (oil in Houston, automotive in Detroit, banking in New York)
Regional loyalty and proximity mattered — strong “anchor institutions” shielded them from national turmoil
Operational Efficiency & Innovation
Businesses leaned into automation (early IBM systems, mechanized logistics) to offset rising labor costs and disruptions
Standardization (like container shipping, uniform parts) gave supply chains resilience
Focus on Essentials vs. Trends
B2B businesses largely sold “must-haves” (industrial supplies, financial services, construction, logistics, energy), not discretionary consumer goods
This insulated them from cultural boycotts or shifting fads of the 1960s
Government & Institutional Stability
Even while the streets were divided, institutions (courts, federal agencies, banking regulations) still functioned and upheld contracts
Predictability of law and contracts gave B2B firms confidence to invest
What Got Them Through
Relationships and trust networks (face-to-face business carried even more weight when society felt chaotic)
Anchoring in “real economy” needs (steel, energy, construction, finance, logistics)
Government and defense spending as a stabilizer
Innovation and efficiency that made them indispensable to clients’ operations
Regional business ecosystems that kept commerce going even if the national climate was divisive
Big Takeaways
In both eras, what carried B2B companies through was a focus on fundamentals:
Be a reliable partner (trust, delivery, integrity)
Anchor in essential client needs
Use innovation and efficiency to stay indispensable
Navigate cultural divides by focusing on value, not noise!
Closing / Call To Action
Every era of change creates opportunity. The 1960s proved that even in divided times, businesses that built trust and stayed mission-critical thrived. The same is true today.
Let’s partner together to position your team to successfully navigate these unpredictable times. Contact me for strategic guidance / consultation today at dlandry@authentizity.com.
Copyright 2025, Authentizity, LLC
