Younger generations of buyers and generative AI (genAI) are pushing B2B buying to a tipping point. Younger buyers are using social media and other third-party influencers more directly than older buyers in their buying process. GenAI is helping buyers consider more providers and conduct research on them faster. Over the next year, we can expect buyers to push their providers to be better partners and to deliver experiences that align to their values and expectations. Providers must quickly adapt or watch their customers go to competitors. Read this report to discover Forrester’s predictions for business buyers in 2025.