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Let’s face it: there’s a new wave of buyers on the rise. Gen Z is moving into decision-making roles at B2B companies faster than we can blink.
According to Forrester’s 2024 Buyers’ Journey Survey, over two-thirds of buyers involved in big-ticket transactions are now Millennials and Gen Z.
So, what does this generational shift mean for your content marketing strategy? It’s time to think bold. To captivate the first generation of digital natives, 20-page whitepapers and dry corporate speak just won’t cut it.
Read on to learn the expectations and engagement habits of Gen Z and how you can meet them by bringing the energy, staying true to your values, and creating authentic, community-driven experiences.
Ditch Stuffiness for Relatability
Forget the boring, corporate brochures and torturous product demos. If you want to catch Gen Z’s attention in the B2B world, you need to bring the fun and relatability—just like they see from their favorite B2C brands. Gen Zers are used to fast-paced, engaging content that’s visually captivating and, dare we say it, sometimes a little weird.
In fact, 57% of Gen Z prefers short-form videos for product discovery and entertainment.
This should come as no surprise from the generation who adopted and accelerated TikTok to the prominence it has today. While many B2B marketers know they must get modern and break bad habits from yesteryear, doing so without being completely cringe-inducing is a tall task. So let’s take a close look at the B2Bers getting it right.
Best-in-Class: Rella Social + Chili Piper
Founded by Gen Z entrepreneur Natalie Barbu, Rella Social knows how to engage their audience via TikTok, LinkedIn, and in-person meetups. Natalie’s TikTok skits, where she plays both the social media manager and the client, are equal parts funny and insightful, making it clear that Rella can solve common content challenges with a smile (and a little bit of personality).
Then there’s Chili Piper, a B2B Demand Conversion platform, which is shaking up historically stuffy LinkedIn with on-trend, humor-led posts. Whether it’s sharing memes about The White Lotus or running playful polls, Chili Piper shows that B2B can—and should—lean into pop culture and personality to drive engagement. After all, Gen Z grew up with the Internet at their fingertips. They’re always on top of the latest entertainment and trends — and they like when brands are, too.
The Takeaway
You can still sell ultra-technical and serious products without taking yourself too seriously. Gen Z sees little value in putting on a mask and pretending you’re someone you’re not.
This is the same generation where one in three young adults have posted about their mental health on their social media profiles.
They’re open, comfortable with vulnerability, and not exactly the type to suppress their feelings. You’ll make a lot of ground with this cohort by following their lead and revealing truth and authenticity around every corner. So go forth and make things that feel like they were created just for them. Things that are entertaining, relatable, and a little less formal. Try hosting a casual meetup or running a LinkedIn Live session to mix it up and get personal with your audience. You don’t need to go big—just be real and approachable.
Related Reading: 4 Critically Acclaimed B2B Social Media Accounts
Speak Up—Embrace Values-Based Content
When you’re talking to Gen Z, remember you’re talking to a generation of activists. According to Edelman, 70% of Gen Zers are involved in a social or political cause. Gen Z doesn’t just want brands to sell them things—they want them to stand for something bigger.
If your brand sits on the fence when it comes to critical issues impacting your industry, Gen Z will see right through it. They care deeply about values like mental health, sustainability, and social justice, and they expect brands to do more than just throw out empty statements.
Best-in-Class: Talkspace
Let’s look at a brand that gets it. Talkspace is a leading online therapy platform that provides accessible mental health care through virtual therapy sessions. But they’re not just selling digital self-care. They’re using their power and position to break down mental health stigma by offering free therapy to youth in Seattle, expanding access through Medicare, and partnering with organizations like BeMe to support teens. Their brand plays a role in making the world a better place. Their actions speak louder than any ad campaign ever could, and that’s exactly what Gen Z wants. They’re not interested in performative activism; they want real, tangible change.
The Takeaway
It’s clear—if you want to win over Gen Z, you have to walk the walk. And like, seriously walk the walk, because even the best attempts at corrections will be investigated and exposed by this generation if words and actions don’t fully align.
Sponsor grassroots initiatives, join or host community events with a purpose, and don’t sit on the fence when it comes to critical issues you should have a stance on. Whether it’s supporting mental health awareness, sustainability, or DEI, take a clear position and create moments that build real connection through shared values.
Related Reading: 4 Standout Purpose-Driven Marketing Campaigns
Foster Interconnection + Build Community
Back to my earlier point about ‘mask-off’ relatability, Gen Z doesn’t trust corporate jargon or overly polished sales pitches. They want transparency, honesty, and connectedness—not a robotic sales script.
Edelman Trust Barometer found that 76% of Gen Z trusts user-generated content more than traditional brand messaging, and 85% believe brands should create a sense of community.
Gen Z has had broad exposure to a wealth of world views and cultures from a young age and are naturally open to a diverse range of opinions as a result. And they’re notoriously not too proud or stubborn to ask for help. So, what does that mean for your B2B brand? It’s time to get connected.
Best-in-Class: Nombase
Take Nombase, a new platform by BevNet designed for food and beverage industry professionals. Nombase is more than just a content hub; it’s a community. They’ve created a space where industry professionals—from emerging brands to established players—can connect, ask questions, share experiences, and problem-solve together. This peer-to-peer approach is exactly what Gen Z is looking for. No corporate pitch or hard sell—just real conversations that rally support and build trust.
The Takeaway
So, how do you replicate this success? Ditch the aggressive hard sale and corporate jargon and focus on building a space for authentic engagement. Whether it’s creating a Slack channel, hosting a virtual roundtable, or running a LinkedIn AMA, the key is to let go of trying to overly control the narrative and let your audience drive the conversation. When your brand becomes a catalyst and a part of the discussion—you’ll build stronger, more meaningful connections that resonate.
Related Reading: Changing With the Times: How to Evolve Your Brand Voice
Gen Z isn’t just the future of B2B—they’re here right now, and they’re changing everything. If you want to capture their attention (and keep it), you need to stop playing it safe. Take notes from B2C and get into relatable content that’s fun, fresh, and fast-paced. Stand firm on your values and show that you’re affecting change for the causes that matter most to them. And above all, foster genuine communities that let real voices take center stage.
Bold moves pay off. If you’re willing to push boundaries and embrace new ways of connecting, you’ll catch the attention of Gen Z buyers and build lasting relationships. The future of B2B marketing is here—are you ready to lead the way?
