emerging
Younger Buyers’ Influencer Reliance
Younger B2B buyers (Millennials and Gen Z) are increasingly relying on external influencers, significantly impacting purchasing decisions.
Timeframe
near-term
Subcategories
Impact areas
Detailed Analysis
The B2B buying landscape is evolving with the rise of Millennial and Gen Z buyers. These younger cohorts are increasingly influenced by external sources, including their extended value networks. "Among younger buyers who responded to Forrester's Buyers' Journey Survey, 2024, 30% indicate that 10 or more people outside their organization are involved in purchase decisions." This trend is expected to accelerate, with over half of younger buyers incorporating 10 or more external influencers in their purchase decisions by 2025. "As extended value networks become an increasingly important part of the buying process, B2B marketers and sellers must understand these outside influencers and develop capabilities to enable, support, and interact with them."
Context Signals
Growing preference for social media interaction among younger buyers
Increasing importance of online communities and industry conferences
Need for B2B marketers to adapt to the changing buyer journey
Edge
Influencer marketing platforms and tools specifically designed for B2B will gain traction.
Brands that effectively leverage peer-to-peer influence and build authentic relationships with online communities will thrive.
