Data Overview Report

Younger Buyers Have Changed The Business Buying Landscape

Our Data Shows Millennial And Generation Z Buyers Are More Demanding And Engage In More And Different Types Of Buying Activities

February 14th, 2023
Barbara Winters, VP, Principal Analyst
Barbara Winters VP, Principal Analyst
Amy Hayes, VP, Research Director
Amy Hayes VP, Research Director
Jenna Santos, Data Researcher
Jenna Santos Data Researcher
With contributors:
Kaitlyn Coalson , Drew Zalucky

With Millennial and Generation Z buyers now dominating the buying landscape, marketers and sellers can no longer rely on “what has always worked” when creating experiences these buyers have come to expect. Younger buyers are more demanding, engage in more buying activities, and are more willing to express their dissatisfaction with the buying process. Understanding this important cohort can help the organization’s buyer-facing roles refine their insights to optimize the buying experience and build stronger relationships with buyers.

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