Keeping up with generational changes in business can feel like trying to assemble IKEA furniture while blindfolded. Just when you've finally figured out Millennials, here comes Gen Z, casually rewriting all the rules of B2B engagement with their ‘TikTok attention spans’ and zero tolerance for corporate BS. And I say that as a Gen Z-er coming up in the world of B2B marketing, trying to create content that resonates with my generational peers and those who came before me. It’s a delicate balancing act, to say the least.

But here's the good news: You don't need to turn your LinkedIn into Gen Z cringe to win their (our) business. After looking at dozens of B2B companies navigating this transition, I've identified the real shifts that matter - and more importantly, how to adapt in ways that actually work without making your veteran sales team revolt.

So, who is your Gen Z audience?

Born between the mid-90s and early 2010s, they’ve grown up in a digital-first, socially conscious world, and now they’re stepping into decision-making roles across industries. And yes, that includes B2B companies.

If your marketing still assumes your audience is made up of Gen X or older Millennials, it’s time for a rethink. Gen Z brings a completely different mindset to the workplace - they value experience, transparency, speed, and purpose. They expect more from the brands they interact with, and that expectation doesn’t stop at consumer goods. It extends right into the head office.

So, what does all this mean for B2B businesses? Let’s break down the Gen Z effect - from how they want to be marketed to, to the tech and values that drive their decisions.

The death of the hard sell (and what works instead)

Why traditional sales tactics now backfire

Imagine this: A 24-year-old brand manager opens their inbox to find your carefully crafted sales email starting with "I hope this message finds you well!" (Spoiler: It won't. It never does.)

Having grown up in the era of ad-blockers, fake news detectors, and influencer inauthenticity, Gen Z has developed a BS radar more sensitive than your office microwave's smoke alarm. They've been marketed to since they could swipe right on an iPad, and they can spot a templated approach from the first sentence.

The new rules of engagement

• Interactive over static. Research by Gartner revealed that 75% of Gen Z buyers prefer self-guided purchasing over sales rep interactions. Why? Because Gen Z would rather experience than be told.
• Social proof as currency. 37% of Gen Z believe brands hiding customer reviews are probably hiding something bad. And they don't just read one or two reviews - most (66%) check at least four before buying anything. The takeaway? Make sure your customer testimonials are simple to find and that there are lots of them.
• Hyper-personalisation that doesn't feel stalkerish. The sweet spot? "Hey [Name], congrats on [specific achievement] - we helped [similar company] solve [related challenge]." This works much better than generic templates. You don’t want them to feel like they’re just another lead, after all. Show them you’ve done your homework.

Pro tip: Not sure when to make your approach? ALF’s ad spend data shows you exactly when companies are putting more money behind their marketing - that’s when they’re most open to new vendors, tools, or partners. Leverage our data for your next new business win.

Content that actually gets consumed

The attention span myth debunked

Gen Z doesn't have shorter attention spans - they have better content filters. They'll binge a 3-hour YouTube deep dive if it's valuable, but will ghost your 10-page whitepaper by page 2.

What works now

• Video is key. Don’t worry, I’m not talking about hopping on cringeworthy TikTok trends. Video is a powerful tool, though, and investing in high-quality, valuable video content can help you reach a wider audience. Why not try to repurpose existing content into video formats?
• Visualisation before conversion. Building on that, 57% of Gen Z use short videos for product research, and videos under 90 seconds retain 50% of viewers. Add some short product demos to your website and social media to give people a quick, engaging feel for your product.
• Micro-content. Engage your audience as quickly as possible by breaking your big ideas into tweet-sized insights with "Read more" links. Here’s a great article on micro-content to get you started!

Try this: Next webinar? Record a 90-second trailer and distribute natively on LinkedIn/TikTok. Watch registrations soar.

Community > Credentials

Here’s the thing about Gen Z: they don’t care as much about your name or client list as they do about what people are saying about you.

They rely on peers, creators, and communities more than traditional sales reps or gatekeepers. Word of mouth is huge - but it’s happening in LinkedIn comments, niche Slack groups, and private DMs.

What this means for your B2B strategy:

• Invest in community. Whether it’s a branded Reddit page, a podcast, or just showing up consistently on LinkedIn, being part of the conversation matters.
• Make your customers the stars. Testimonials, co-created content, and real-life use cases are more powerful than any pitch.
• Thought leadership needs a refresh. Think less “whitepaper” and more “real humans talking about real challenges”. Podcasts, roundtables, even TikToks - these all count.

Gen Z wants to know: Who’s using this? What’s it actually like? Can I trust this brand? They’re not swayed by jargon or logos — they want proof, people, and personality.

Sustainability can’t be a side note

For Gen Z, values matter. A lot. They care about the environment, ethical business, and social impact - and they expect the same from the companies they work with and buy from. Ethical business practices aren't a PR bonus - they're table stakes.

How to get it right

• Specifics over platitudes. Swap "We care about the environment" for "Our AWS servers run on 100% renewable energy since 2021 - here's our GRESB certification."
• Sustainable procurement. If you’re part of a supply chain, especially in larger organisations, your environmental impact could be the deciding factor between winning or losing a contract.
• Transparency over perfection. You don’t have to be 100% green, but you do have to be honest. Share what you’re doing, how you’re improving, and what goals you’re working towards.
• Purpose-driven partnerships. Whether it’s a sports team looking for a shirt sponsor or a charity seeking a brand partner, Gen Z wants those relationships to feel meaningful, not just transactional.

Pro tip: Use ALF to spot brands that’ve recently appointed sustainability leads. That’s a great window for outreach.

The path forward

Adapting to Gen Z doesn't require a complete overhaul - just strategic pivots:

• Audit your outreach - Would a 25-year-old version of you respond to it?
• Pressure-test your sustainability claims - Could they survive a Gen Z fact-check?
• Map your digital experience - Is it as seamless as ordering Deliveroo?
• Rethink content formats - Would you actually consume your own materials?

Need help bridging the gap? ALF's platform doesn't just help you identify Gen Z decision-makers - it shows you exactly how and when to engage them for maximum impact. No guesswork, just results, and we can prove it - take a look at some of our recent testimonials.

If you want a rundown of how ALF can help you specifically, check out these resources tailored to agencies, media owners, marketing services providers, and those seeking partnerships.

Ready to take the next step? Book a demo with us to learn more.