One-pager: How to win Gen Z B2B buyers

Gen Z are starting to reshape how B2B decisions get made. This quick one-pager shows what it means for your brand.

Gen Z already make up nearly one in ten business decision-makers, and they’re bringing consumer instincts to B2B. They expect seamless digital journeys, transparent values, and proof from peers over pedigree. If your buying experience still feels corporate, you’re already off the shortlist.

This one-pager distills four key Signals from Basis Signals: Gen Z’s New Rules for Growth, revealing what drives B2B choices today and how to adapt your approach for tomorrow’s buyers.

Get the insights shaping the next generation of B2B buyers.