The moment you, as a B2B brand, think: “Who is actually still paying attention to this?” is closer than you think. The generation that grew up with TikTok, memes, and transparency is now calling the shots. Millennials and Gen Z together already account for the largest share in B2B decision-making. The classic report and the formal brochure no longer make an impression.
Gen Z Takes a Seat at the Table: How B2B Marketing Needs to Evolve
Research by Forrester shows that more than two-thirds of those involved in large B2B purchases now belong to these generations. This means that companies need to drastically adjust their marketing style. A bolder, more honest, and visual approach is necessary to not only reach this target audience but also to retain them.
The impact: without authenticity, you won't get anywhere
Gen Z has a keen eye for anything that isn't genuine. They are not looking for brands that 'pretend,' but for companies that dare to speak out and be personal. What works? Short videos, humor, and relatability. Think of the TikTok sketches from Rella Social or the light-hearted polls from Chili Piper on LinkedIn. They demonstrate that you can sell serious products without taking yourself too seriously.
And it goes beyond form. Gen Z wants brands to take a stand on social issues. They look at your actions, not your statements. Talkspace shows how it's done: in addition to offering online therapy, they actively work on mental health care for young people, accessibility through Medicare, and collaborations with non-profits.
Solutions: be visible, honest, and connected
To connect with Gen Z, one must be willing to relinquish some control. Build communities where your target audience can engage with one another. Nombase is an example of this: a platform where professionals from the food industry exchange experiences. Without sales gimmicks.
Leave corporate jargon behind. Organize LinkedIn Live sessions or informal meetups. Allow users to share their stories. Involve your audience in the conversation instead of dominating it.
It's now or never for B2B marketers.
Gen Z is changing the rules of the game in B2B. Not tomorrow, but now. Those who want to stay relevant must become familiar with vulnerability, speed, humor, and activism. And above all: authenticity. No shiny exterior, but content that resonates.
Those who dare to adapt to this will not only build trust. You become part of a network in which your brand naturally fits in. That is the new standard.