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Why Gen Z matters in B2B marketing
Gen Z, born between 1997 and 2012, is rapidly becoming a driving force in the workforce and, consequently, in B2B decision-making. As of 2025, Gen Z makes up approximately 25% of the global workforce, and their influence will grow as older generations retire. This generation’s unique digital habits and preferences are reshaping how businesses approach marketing, making it essential for B2B marketers to adapt their strategies to connect authentically.
How Gen Z consumes information
Gen Z’s media consumption habits differ from previous generations. There is a preference for short-form, visually engaging, and interactive content delivered through platforms like TikTok, Instagram, and YouTube. Social media is the go-to for news and information, with 42.9% using platforms like TikTok for daily updates. This shift underscores the need for B2B marketers to move away from traditional, text-heavy approaches and embrace dynamic, multimedia content that resonates with Gen Z’s preferences.
Adapting B2B marketing strategies for Gen Z
To connect with Gen Z decision-makers, B2B marketers must embrace innovative approaches. Here are some actionable strategies:
Content types: Focus on creating short, engaging videos, infographics, and interactive content that captures attention quickly. For inspiration, check out Forbes' insights on adapting marketing strategies for Gen Z and CopyHouse's guide to engaging Gen Z buyers.
Distribution channels: Leverage social media platforms popular with Gen Z, such as LinkedIn (for professional content) and Instagram or TikTok (for creative storytelling).
Authenticity and personalization: Gen Z values transparency and tailored experiences. Use data-driven insights to craft personalized messages that resonate with their specific needs and challenges.
B2C as inspiration: B2C brands excel at creating visually appealing, emotionally engaging content. B2B marketers can learn from these tactics to make their campaigns more relatable and impactful. Explore Zen Media's ultimate guide to B2B marketing for Gen Z for more ideas.
The growing influence of Gen Z in B2B
As Gen Z continues to enter the workforce, their role in B2B decision-making will only expand. By 2030, they are projected to make up a significant portion of B2B buyers, influencing purchasing decisions and shaping organizational strategies. Businesses that fail to adapt to their preferences risk losing relevance in an increasingly competitive market.
Supporting your strategy with SiVA
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