Data Overview Report

Asia Pacific B2B Marketers Grapple With A Surge In Younger Buyers

September 10th, 2024
Mavis Liew, Executive Partner and Principal Analyst
Mavis Liew Executive Partner and Principal Analyst
Subhendu Pattnaik, Principal Analyst
Subhendu Pattnaik Principal Analyst
With contributors:
Dane Anderson , Matthew Selheimer , Melvin Tan , Bill Nagel

A significant demographic shift is underway in Asia Pacific (APAC) B2B markets as growing numbers of younger buyers demand new approaches from companies. Data from Forrester’s Buyer’s Journey Survey, 2023, shows that the average B2B buyer in Asia Pacific is younger than elsewhere: In APAC, 81% of buyers are Millennials or Gen Z, compared with only 67% in North America and Europe. This disparity produces differences in priorities and preferences when choosing a provider; marketers must adjust their campaign strategies and approaches to ensure relevance to this younger demographic.

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