Asia Pacific’s business buying landscape is undergoing a seismic shift. With 70% of buyers under the age of 45, traditional marketing strategies are rapidly losing relevance. This new generation of digital-native buyers have different priorities and actively leverage tools such as generative AI to guide their decision-making process. Providers that fail to adapt will risk falling behind in one of the world’s most dynamic markets. What’s changing, and how can businesses respond?

Precision Is Nonnegotiable

APAC buyers demand more than capable solutions — they expect providers to be able to address their unique challenges and cultural alignment, with flawless execution. Ninety-three percent of buyers in the region report dissatisfaction with their winning provider, citing issues from technical gaps to the absence of DEI programs. Providers must go beyond surface-level engagement and develop nuanced strategies tailored to subregional needs.

GenAI Is Changing The Game

GenAI has evolved into a critical part of the buyer’s journey. Nearly one-third of APAC buyers use genAI to research potential business providers, and 96% of those who do find themselves considering more providers than initially planned. This shift requires providers to optimize content for large language models and be discoverable in AI-driven searches, delivering depth, context, and authority. Providers must move quickly to remain discoverable and relevant, as failure to adapt will risk providers falling under the radar in an increasingly digital-first buying process.

Younger Buyers, New Priorities

Millennials and Gen Zers dominate APAC buying groups, prioritizing customer experience, DEI, and sustainability. They’re also more risk-averse and consensus-driven, with larger buying groups and higher chances of stalled deals. To win their trust, providers must demonstrate brand credibility, enable collaborative decision-making, and show how their solutions improve experiences.

What can you do? Market shifts are inevitable, and with an increasing proportion of younger buyers with nuanced expectations entering the market, it is imperative that businesses adapt their strategies to match these expectations. Forrester clients, read my latest research, The State Of Business Buying In Asia Pacific, 2026, and schedule a guidance session with me to explore how to calibrate your go-to-market strategy for this evolving buyer landscape.