By 2030, Millennials and Gen Z will make up 74% of the global workforce, with many now in leadership roles. Currently, 73% of B2B buying decisions are made by Millennials. The next generation of business leaders has arrived, but you wouldn’t know it from the way many brands are still marketing.
Too many companies are still relying on outdated strategies that feel more 2010 than 2025. Cold calls, corporate jargon, and rigid sales funnels aren’t cutting it. The buying process has changed, and the people doing the buying have too.
So, what do these new B2B power players actually respond to? Gemma Spinks, Director at Spinks Creative, takes a closer look at what matters to these buyers and how to really get their attention.
Old-School Tactics Aren’t Cutting It
Millennials and Gen Z don’t interact with marketing in the same way previous generations did. They’ve grown up in a digital world and expect brands to meet them there. These buyers prefer to explore products and services on their terms: browsing websites, checking reviews, and seeking out useful content long before they’re ready to talk to a salesperson.
A clunky, outdated website or lackluster digital presence is enough to put them off for good. Speed matters too, if the mobile experience isn’t seamless, they’ll bounce.
They Want Real, Not Fluff
Authenticity is a dealbreaker. This audience can spot corporate waffle a mile away. They want clear, honest communication that sounds like it’s coming from real people, not faceless brands.
Marketing full of empty buzzwords or forced enthusiasm simply doesn’t land. Instead, brands need to sound human, be transparent, and show they actually understand the people they’re talking to. Personalised content that speaks directly to the buyer’s needs will always win out over bland, one-size-fits-all messaging.
Values Matter More Than Ever
This generation cares deeply about the companies they support and the values those companies represent. For Gen Z and Millennials, a business’s purpose is critical. They want to see brands take a stand, whether that’s on sustainability, diversity, or ethical business practices. Gen Z is three times more likely to buy from a brand that supports causes they care about.
Meanwhile, 75% of Millennials say they’d take a pay cut to work for a company that shares their values. If your brand doesn’t show what it stands for, you’ll miss out on engaging with your audience.
Decision-Making is a Team Sport
Gone are the days of a lone CEO calling the shots. Today’s B2B decisions are made by groups, not individuals. Most buying journeys now involve multiple stakeholders, often across departments.
That means marketers need to think broader, creating content that speaks to finance, IT, operations, and marketing, not just one job title. Messaging must be versatile enough to convince a whole team.
So, How Do You Win Their Attention?
Start by getting your digital presence in shape. Your website should be mobile-first, fast, and packed with content that answers real questions. Ditch the corporate speak in favour of honest, engaging language. Show what your company believes in and be bold enough to talk about it.
Use the channels your audience is already on, from LinkedIn to TikTok, and tailor your content to fit each one. And remember you’re not speaking to one person. Your content needs to speak to everyone at the table.
B2B Is Changing, Are You?
Millennials and Gen Z are reshaping how business gets done. If your marketing strategy doesn’t reflect that, it’s already out of date. These buyers aren’t just digital-first, they’re values-driven, highly collaborative, and allergic to BS. They expect slick digital journeys, straight-talking brands, and real relationships, not clunky sales funnels and copy-paste comms. This isn’t just a passing phase, it’s the future of B2B.
So, ask yourself: are you speaking their language, showing up where they are, and standing for something real? Or are you still clinging to old ways and hoping they won’t notice?
Spoiler alert: they’re noticing.