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Updated February 2026
Spend a few minutes watching how Gen Z use their phones and you start to see why B2B content needs to adapt. They’re watching TV with their phone open. They walk around the house scrolling. They switch between apps without thinking about it. They’re used to taking in information from multiple places at once.
That behavior shapes how they read anything you put in front of them.
“If it feels like effort to understand, they won’t stay.”
If you want a deeper look at what’s changing, I’ve put together a short guide that explores this in more detail.
How Gen Z media habits show up in B2B
Gen Z have grown up with constant access to information. They skim first. They decide quickly. They expect things to work the way they’re used to: fast, clear, and built for mobile.
This shows up in B2B in ways that are easy to miss if you’re not looking for them:
They expect clarity early
They judge credibility fast
They value transparency and real action
They’re mobile‑first by default
You don’t need to overhaul everything to meet these expectations, but you do need to be aware of them. They influence how people read, what they trust, and what they ignore.
Why this matters
Even if Gen Z aren’t your main buyers yet, their habits influence the wider digital environment. Most people, across ages, now read and watch content the same way: quickly, selectively, and with a low tolerance for friction.
This is less about age and more about how digital behavior evolves.
A long paragraph with a slow build feels heavier than it did a few years ago. A corporate tone creates distance instead of trust. A slow website loses people before they even see what you offer.
People want to understand things quickly. They want to feel like the content respects their time. They want to know what you stand for without digging.
What this means for content
The main change is in how people want to receive information. Content doesn’t need to be shorter, it needs to be easier to move through.
Content that works tends to:
get to the point
feel natural
show real values
offer something useful
keep the reader engaged
Content that is more intentional.
Because Gen Z are used to being entertained while doing other things, they naturally gravitate toward content that feels lighter, more direct, and easier to follow. Not gimmicks, or trends for the sake of trends. Content that fits the way they already move through the world.
“Content doesn’t need to be shorter — it needs to be easier to move through.”
Where to go from here
If you’re planning your 2026 content or website updates and want something practical to work from, the updated guide breaks down the key shifts and how to respond to them in a manageable way.
