Younger Buyers Have Changed The Business Buying Landscape

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.