Written by Alice Franklin
Copywriter
It’s undeniable: the kids are all grown up. The eldest cohort of Generation Z are now a dizzying 28 years of age. They’ve gone to uni, left uni, and entered the big bad world of work. Now one-third of the Earth’s population, Gen Z’ers make up 27% of the workforce in OECD countries.
And a number of Gen Z’ers will not only work in B2B, but will be at the decision-maker level too. So who are they and what do they want? Here are five factors to bear in mind.
1.To video or not to video?
A recent report found that B2B tech buyers say that short-form social video content helps inform their buying decisions, and that social video is the most trusted form of content for B2B buyers.
But at the same time, 81% of B2B video adverts fail to gain adequate attention or drive recall.
This apparent contradiction highlights the importance of strategic and well-executed video marketing in the B2B space.
When it comes to targeting Gen-Z B2B buyers however, short-form videos can particularly hit the spot.
2. Influencer Land
The global market for B2B influencers has grown 20-fold since 2016.
As it happens, Gen Z buyers engage with B2B influencer content more than any other generation. And 90% of Gen Z buyers who are aware of influencer marketing engage with B2B influencer content on a monthly basis.
On top of this, over 50% of younger B2B buyers will rely on external sources, including social media and their personal networks, when making buying decisions. This shift highlights the growing importance of external influencers in the decision-making process.
3. Authenticity
Across the generations, there is a growing trend of seeking authentic, unfiltered perspectives – e.g. product reviews and industry insights.
Reddit has authenticity in its DNA and is an ideal platform for transparent discourse. In 2023, Google’s partnership with the platform changed everything for marketers. Now, Reddit is a key platform for driving referral traffic and influencing B2B decisions.
Of course, Reddit is just one platform for authentic discussions, but it is a young one: over 70% of Reddit’s user base consists of Gen Z and Millennials.
4. Let’s sustain
It’s hard to generalize about generations, but as a general rule, Gen-Z is passionate about sustainability and ethical business practices – perhaps more so than other generations.
This means they might be more likely to choose B2B vendors that align with their values, such as those focused on environmental impact, corporate social responsibility, and ethical sourcing. When targeting Gen Z B2B buyers, it’s important to bear this in mind.
5. Some perennial truths
Lastly, Gen Z aren’t a radically different genre of human. Preferences and habits vary according to generation. But creative marketing, informed by rigorous strategy, will always win.
After all, successful marketing isn’t just about targeting a specific generation. Instead, it’s about understanding the human motivations that drive behaviour. Whatever your buyer’s generation, basic principles of marketing remain consistent: people are looking for connection, value, and a sense of purpose in what they consume.