There’s a shift happening in B2B buying.
The people making decisions for businesses today aren’t who they used to be. In fact, Millennials are now the largest demographic in the workforce, with Gen Z catching up fast—and they’re changing the rules of the game.These next-gen buyers aren’t satisfied with “business as usual.” They expect brands to be transparent, socially responsible and fully digital. So, if your brand isn’t meeting their expectations, it’s time to rethink your approach.
Who are the next-gen B2B buyers?
Millennials and Gen Z are taking over the B2B buyer sphere. And these aren’t your typical suit-and-tie decision-makers. They grew up in a digital-first world, value brands that align with their ethics and prefer relationships that feel genuine.
They’re also far more independent in their decision-making. Research shows that younger B2B buyers are more likely to rely on their own online research before reaching out to sales teams.
According to Gartner, 44% of Millennials prefer a seller-free experience, which means your digital presence needs to do the heavy lifting.
And the numbers speak volumes:
- Millennials now make up 73% of B2B purchasing decisions (Google/BCG).
- Gen Z, while newer to the workforce, is already showing a preference for value-driven brands and seamless online experiences.
This means that your brand isn’t just competing on price or features anymore—it’s competing on trust, values and how easy you are to work with.
Does your brand speak their language? If not, you could be missing out on a huge chunk of the market.
What do they expect from your brand?
Next-gen buyers are looking for three things that set brands apart: transparency, sustainability and digital-first experiences.
Transparency and authenticity
No one has time for hidden fees, vague promises, or over-complicated contracts. Next-gen buyers expect your brand to be upfront—about pricing, product features and even your values.
Transparency isn’t only about the product; it’s about your entire approach to doing business. Buyers want to know what they’re getting and that they can trust you to deliver. This also extends to how you handle challenges—owning up to mistakes and showing how you’re fixing them builds more trust than pretending everything is perfect.
Case in point:
HubSpot openly publishes its pricing and offers free trials for most products. This transparency builds trust before a sale even happens and sets the tone for an open relationship.
Ask yourself:
- Are you upfront about costs and deliverables?
- Does your messaging reflect your company’s values in a real, relatable way?
When you’re clear and open about what you offer, you not only build trust—you also eliminate friction in the buying process.
Sustainability and social responsibility
Younger buyers don’t just care about what you sell; they care about how you operate. They want to know that your business takes sustainability seriously and contributes positively to society. For Millennials and Gen Z, sustainability is often a deciding factor. They’re looking for businesses that walk the talk—brands that embed environmental and social responsibility into their core operations, not just their marketing. This means offering concrete examples of what you’re doing, whether it’s reducing carbon emissions, supporting ethical supply chains, or giving back to the community.
What this looks like:
Implementing greener practices, such as renewable energy or waste reduction initiatives.
Partnering with suppliers who meet ethical and environmental standards.
Sharing sustainability reports or updates to show your progress.
Example:
Salesforce’s Net Zero Cloud tool not only helps businesses track their own carbon footprints but also signals Salesforce’s commitment to reducing its environmental impact. It’s a practical solution and a brand statement rolled into one.
Quick tip: Don’t just say you care about sustainability—prove it. Show your buyers the steps you’re taking to make a difference.
Digital-first experiences
Millennials and Gen Z are digital natives. They’ve grown up with instant access to information, sleek interfaces and the ability to make decisions on their own terms. For these buyers, a clunky or outdated digital experience is inconvenient and often - it’s a dealbreaker.
Today’s buyers expect:
Websites that are easy to navigate on both desktop and mobile.
Access to product information, demos and pricing without having to pick up the phone.
Personalised digital touchpoints, like tailored recommendations or AI-driven chatbots.
What they want:
Imagine a buyer researching your software. They find your site, but it’s slow to load, lacks detailed product specs and doesn’t offer an option to book a demo online. Odds are, they’ll move on to a competitor who makes it easier.
Think about this
Is your website easy to use on mobile and tablet? Do you offer tools like interactive product configurators or instant pricing calculators? A seamless, intuitive digital experience not only attracts buyers but keeps them coming back.
How can you meet their expectations?
Meeting next-gen buyers where they are means stepping up in three areas:
Build a transparent brand
Be upfront about who you are and what you offer. Publish case studies, share pricing and let your company’s values shine through in your communications.
Prioritise sustainability
Don’t treat sustainability as an afterthought. Show how you’re making a genuine impact—whether it’s through sustainable practices, ethical partnerships, or social initiatives.
Create digital-first touchpoints
Invest in a website and digital tools that make life easier for buyers. Think about live chat, instant quotes, and self-service options that empower them to find what they need without friction.
Embrace social proof
Younger buyers trust their peers and networks more than traditional ads. Think testimonials, reviews and case studies to show how you’ve delivered value for other businesses.
What happens if you don’t adapt?
Here’s the blunt truth: brands that don’t evolve risk getting left behind. Younger buyers won’t stick around for businesses that feel outdated or out of touch.
The numbers don’t lie:
- 54% of Millennials and Gen Z won’t engage with brands that don’t align with their values (Deloitte).
Ignoring this shift could mean losing market share to competitors who are willing to step up and meet their expectations.
Brands getting it right
Slack: Is an actual masterclass in transparency. Slack offers clear pricing, free trials and easy collaboration tools that work with next-gen buyers.
Patagonia: Its commitment to sustainability and ethical business practices isn’t just marketing—it’s core to the brand, and buyers love it.
Adobe: With intuitive, user-friendly tools and tailored experiences, Adobe sets the standard for digital-first interactions in B2B.
Millennials and Gen Z aren’t just the next generation of B2B buyers—they’re already here.
They want brands to be real, responsible and ready to meet them where they are: online.
Transparency, sustainability and seamless digital experiences are now essentials.
So, is your brand ready to step up?
At NU Creative, we help businesses adapt to this generational shift. From building authentic messaging to designing digital-first experiences, we’ll make sure your brand resonates with the buyers of today—and tomorrow.
Let’s talk about the future of your brand.
