Gen Z B2B shift

Sep 2

2 min read

3

14

0

Why Gen Z matters in B2B marketing

[Updated September 2025]

Gen Z, born between 1997 and 2012, is rapidly becoming a key influence in the workforce and 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. Their distinct digital habits and preferences are reshaping B2B marketing norms, making it essential for brands to adapt with clarity and relevance.

Gen Z B2B playbook

How Gen Z consumes information

Gen Z’s media habits depart sharply from those of 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 their primary source for news and insights, 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 engage Gen Z decision-makers, B2B marketers must rethink traditional tactics and embrace innovation. Here are some actionable strategies:

Content formats: Prioritize short-form video, swipeable infographics, and interactive assets that capture attention fast.
Distribution channels: Use LinkedIn for professional credibility, and Instagram or TikTok for creative storytelling and reach.
Authenticity and personalization: Gen Z expects transparency and relevance. Use data-driven insights to craft messages that feel personal and credible.
B2C as inspiration: Learn from B2C’s visual fluency and emotional resonance to make B2B campaigns more relatable.

The growing influence of Gen Z in B2B

As Gen Z’s presence grows, so does their influence on B2B buying and strategy. By 2030, they are projected to make up a significant portion of B2B buyers, influencing purchasing decisions and shaping organizational strategies. Brands that ignore these shifts risk fading from relevance in a competitive, Gen Z-shaped market.