Addressing a generational shift in B2B

Brian Carruthers

B2B marketing has yet to catch up with the shifts in buying that are taking place as younger generations become more prominent in the workplace.

Around two-thirds of the workforce is made up of millennials and Gen Z, and they’re increasingly influential in the B2B buying space – but it’s one that isn’t isolated from wider social trends. There have been “profound generational shifts in media consumption and influence”, noted Zoe Elmore, head of media at B2B agency True, during a recent webinar. “There is a general gap [B2B] marketers need to address.”

Media consumption differs by generation

The breakdown shouldn’t really come as a surprise: Baby Boomers are “broadcast believers” with strong roots in traditional media; Gen X bridges a gap between traditional media...

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