Millennial and Gen Z Dominance in B2B Purchasing Decisions: Implications

Business is also impacted by demographic variables — and we sometimes forget this when building B2B marketing strategies. Millennials and Gen Z (Zoomers) are now the majority in B2B purchasing decisions. What does this mean in practice?

The data

71% of B2B buyers are now Millennials or Gen Z. This demographic shift has profound implications for how companies need to communicate, sell and build relationships.

What changes with younger buyers

• Digital-first research: they complete 57%+ of the buying journey before speaking to a sales rep;
• Peer influence: they trust reviews, case studies and peer recommendations over brand content;
• Video preference: they favour video content over written formats at every stage of the funnel;
• Speed and transparency: they expect fast responses and clear, honest pricing information.