Gen Z Isn’t Coming for Your B2B Strategy. They’re Already In Charge.
If you're still writing 800-word whitepapers and emailing them to "info@company.com," I have bad news. Your Gen Z prospects aren’t downloading them. They’re not even opening them.
They’re scrolling past them on TikTok while watching someone build a Notion workspace and sipping an iced matcha.
Gen Z, born between 1997 and 2012, now makes up a quarter of the global workforce. And as older generations trade their work laptops for retirement condos, this digital-first generation is climbing the ranks of B2B decision-making.
If your brand looks, sounds, and feels like a fax machine, you won’t survive the next wave of B2B buyers.
What Gen Z Actually Pays Attention To
Gen Z doesn’t read. They skim. They scroll. They swipe.
And they sure don’t want your five-paragraph LinkedIn rant about "synergizing operational efficiencies."
They’re getting business advice on TikTok, reading breakdowns on Instagram carousels, and watching explainer videos on YouTube at 1.5x speed.
Want their attention? Then your content better:
Be fast
Be visual
Be worth the scroll
And please, no stock photos of people in suits shaking hands. They’ve seen enough.
How to Actually Market to Gen Z in B2B
Here’s the cheat sheet. Start doing these things, or keep yelling into the void.
1. Embrace Short-Form Everything
Think 30-second videos, swipeable posts, motion graphics. If your blog reads like a legal memo, it’s getting ghosted.
2. Go Where They Actually Hang Out
They’re on TikTok, Instagram, YouTube. Yes, still use LinkedIn for credibility, but don’t be afraid to mix it up. Show your brand’s personality.
3. Be a Real Human, Not a Sales Robot
Gen Z grew up with ad blockers and algorithmic nonsense. If you’re not honest and personal, you’ll lose them. Say something useful or say nothing at all.
4. Borrow from B2C
Yes, even if you're selling server racks or enterprise risk software. B2C has mastered emotional resonance. Copy their homework.
Why This Actually Matters
By 2030, Gen Z will be running meetings, controlling budgets, and deciding who gets the deal.
They’re shaping B2B from the inside out, and the brands that adapt will win the next decade.
The ones that don’t? They’ll be selling to an audience that aged out before the sales cycle even started.
Want to Start Now?
Get your Gen Z game together. Think like a creator. Move fast. Test often. Talk like a person.
Or just keep emailing those PDFs into the abyss.