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How Can B2B Marketers Adapt To Gen-Z Buyers?

How Can B2B Marketers Adapt To Gen-Z Buyers?

With Generation Z (Gen-Z) quickly emerging as a significant force in the workforce and the B2B buying landscape, businesses must recognise and adapt to their growing influence.

While this demographic currently makes up only 2% of B2B buyers, their impact is expected to grow significantly in the next decade. Together with Millennials, Gen-Z constitutes 64% of business buyers, with Millennials representing over half of all buyers.

With these significant demographic shifts, B2B marketers must adapt to engage Gen-Z buyers effectively. Their tech-savvy nature, preference for digital channels, and desire for authenticity pose unique challenges.

Understanding Gen-Z Buyer Behaviour in B2B

Gen-Z buyers show distinct traits and preferences. B2B marketers must consider these characteristics to engage them effectively:

  • Tech-savvy: They prefer self-guided digital experiences and making independent decisions online.
  • Aligned with ESG values: Gen-Z cares deeply about environmental, social, and governance (ESG) responsibility.
  • Strong values: Authenticity and trust are non-negotiable; any perceived insincerity is a turn-off.
  • Influenced by social media: They trust peer opinions and influencer recommendations.

To resonate with this audience, brands need transparent messaging and must meet them on their preferred platforms.

Transforming B2B Marketing for Gen-Z Engagement

Gen-Z expects content to be:

  • Visually engaging
  • Culturally aware
  • Personalised and bold

Use humour, pop culture, and strong design to connect. Keep communication informal, especially across social and private groups. Authenticity builds loyalty.

Leveraging Influencers and Social Media

Influencers are a major trust driver for Gen-Z. Collaborating with relevant, values-aligned influencers can:

  • Enhance your credibility
  • Extend your reach
  • Drive engagement

Maintain a strong presence on Gen-Z’s preferred platforms like YouTube (favoured by 88%) and TikTok. Tailor your content to platform dynamics and usage habits.

  • Share behind-the-scenes insights
  • Host live sessions
  • Engage actively with comments

Combine this with authentic storytelling about your brand’s purpose and ESG commitments to forge emotional connections.

Adapting to Gen-Z isn’t just about tactics — it’s about agility and intent.

“Gen-Z are loyal to no brand… strong brands that get ESG strategy right… can win.” – McKinsey

Stay flexible. Keep researching. Monitor their evolving behaviours. And remember — what worked yesterday may not work tomorrow.

Studying successful case studies from other B2B brands can also help you build strategies rooted in real-world results.

Choose CopyHouse for Gen-Z Engaging B2B Marketing

At CopyHouse, we help fast-growing fintech and technology brands build content that resonates with Gen-Z buyers.

  • We create authority content that educates, informs, and inspires
  • We make complex tech feel simple and accessible
  • We focus on your audience, their habits, and how to earn their trust

Whether you’re launching a new campaign or rethinking your strategy, we’ll help you speak Gen-Z’s language — with clarity and purpose.

Contact us today to explore how our B2B content marketing solutions can help you engage the next generation of business buyers.