Summary
The Asia Pacific (APAC) region is a complex business buying environment, characterized by diverse subregions and a huge proportion of buyers under age 45. Serving this younger demographic requires a critical reassessment of traditional marketing strategies, as these buyers demonstrate preferences and behaviors distinct from those of their older counterparts. AI further complicates the buying journey, and marketers must adapt to effectively engage this audience of digital natives. In this report, we explore data from Forrester’s Buyers’ Journey Survey, 2025 to dig deep into these and other important findings, as well as their implications for providers marketing and selling to buyers in the APAC region.
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