Gen Z is no longer waiting in the wings; they’re actively reshaping B2B buying behavior, and “touching grass” (stepping away from the usual digital echo chamber) means grounding strategies in the real-world expectations of younger buyers. These decision-makers are already here, and they’re changing how business gets done.
Millennials and Gen Z now account for the majority of B2B buyers. Forrester reports that together, they make up 64–71% of the buyer pool, while in deals worth more than $1 million, 67% of buyers are from these two cohorts. Millennials already account for 44% of major purchasing decisions in some studies.
This is not just a demographic transition; it’s a cultural one. Younger buyers bring new expectations for speed, transparency, digital ease, and authenticity.
The new generation of buyers doesn’t simply want a product, they want an experience. They expect smooth, transparent, and efficient processes supported by genuine human touchpoints.
One Gen Z designer captured this balance while reflecting on how sourcing shifted during the pandemic:
“Usually before, when I had to source material, I would run to the D&D Building and I would then look at the fabrics for covering, and then I would run to the tile vendors, their showrooms, to look at it. But then, because of the pandemic, I started to look online. And we all know Material Bank. People started to use that. That’s convenient too, but I still miss going into the showroom, seeing the samples in person.” — Designer interview, “What Gen Z Wants Most From Product Partners” podcast (Surround Podcasts)
Her words reveal a key Gen Z dynamic: digital efficiency is non-negotiable, but real-world connection still matters. Hybrid experiences, digital for speed, physical for trust, are increasingly the sweet spot.
Another Gen Z professional, writing about vendor websites, explained why many B2B experiences fall flat:
“If your digital experience feels like a brochure, you’ve already lost them. … Gen Z buyers are digital natives. They grew up with recommendation algorithms, TikTok explainers, product drops, and hyper-personalized experiences. Now they’re in charge of vendor selection, research, and even purchase decisions.” — Laura J. Bal, “Gen Z B2B Buyers: What They Expect From Your Digital Presence” (Marketing Rewired on Medium)
The takeaway is clear: static, corporate, jargon-filled buying experiences don’t meet the expectations of digital natives.
Research backs up these frustrations. Forrester found that 90% of Millennial and Gen Z buyers report dissatisfaction with vendors in at least one area, compared with 71% of older buyers. And according to Sana Commerce, 85% of B2B buyers are frustrated by online ordering, while 75% would switch suppliers if they found a better experience.
The message is straightforward: younger buyers expect better, and they won’t hesitate to take their business elsewhere if vendors fail to deliver.
Analog Devices: Listening and retooling the journey
Analog Devices (ADI), a semiconductor leader, discovered that younger engineers and platform architects were frustrated by clunky, fragmented digital processes. To address this, ADI gathered input from nearly 5,000 customers to pinpoint journey pain points. They invested in generative AI to improve natural-language search, streamlined digital touchpoints, and expanded self-service capabilities—all while retraining field teams to complement a digital-first experience (Deloitte WSJ).
The result: a more intuitive, efficient, and transparent buying journey that aligns with what Gen Z expects. ADI shows that even in complex B2B industries, reducing friction and enabling self-service pays off.
Dana Aftermarket: Digitizing product discovery
Dana, a global supplier of automotive and industrial parts, faced a challenge familiar to many B2B brands: outdated catalogs and disconnected product data. Younger buyers found the process frustrating. To fix it, Dana partnered with PhaseZero to launch a modern digital commerce platform, making product content searchable, integrating real-time inventory, and improving UX.
This move transformed product discovery and ordering, enabling buyers to self-serve quickly and confidently. For a Gen Z buyer raised on Amazon-like transparency, that kind of accessibility is critical (PhaseZero).
These case studies, combined with buyer voices, point to several clear lessons:
By combining transparency, hybrid experiences, and digital-first efficiency, companies can not only win Gen Z’s business but also build long-term loyalty in a marketplace increasingly shaped by their expectations. Want to discuss how to build a marketing strategy to attract this important demographic? Contact us.
As Content Marketing Manager, Natasia is responsible for helping strategize, produce and execute Data Axle's content. With a passion for writing and an enthusiasm for data management and technology, Natasia creates content that is designed to deliver nuggets of wisdom to help brands and individuals elevate their data governance policies. A native New Yorker, when Natasia is not at work she can be found enjoying New York’s food scene, at one of NYC’s many museums, or at one of the city’s many parks with her two teacup yorkies.