Gen Z Consumption Habits: 4 Takeaways for B2B Marketers

Gen Z, typically defined as those born between 1997 and 2012 (or aged 13 to 28 today), is the first generation to grow up entirely in a digital world. With childhoods and adulthood shaped by ongoing political unrest, dramatic economic swings, climate anxiety, and the rapid emergence of AI — their values, behaviors, and expectations differ from older generations.

This generation is tech-savvy, values-driven, and highly skeptical of corporate messaging. They’re financially cautious and socially conscious, prioritizing wellbeing, mental health, and purpose. These young adults aren’t afraid to champion complex issues, whether it’s climate change, racial equity, mental health, or LGBTQ+ rights. And they expect the brands they interact with to do the same.

Aligning your B2B marketing strategies to meet the expectations of this new generation is essential. More than minor tweaks to your messaging, Gen Z expects companies to meet them where they are: across digital platforms, with fast, seamless experiences and authentic, values-driven content. Here’s a look at four Gen Z consumption habits and takeaways for B2B marketing.

#1 Bite-Sized, Visual Content

Gen Z lives online, with 80% primarily using mobile search. Gen Z is much more likely to use social media for discovering new products and reaching out to brands than any other generation.

This means Gen Z gravitates towards short-form, visual content that’s easy to digest, quick to share, and mobile-friendly. Instead of wading through lengthy reports or dense whitepapers,  they expect instant value – delivered through eye-catching formats like videos, infographics, carousels, and reels. For this generation, attention is earned in seconds, so content needs to be clear, compelling, and fast.

Best-in-Class: Cisco

Cisco consistently shares engaging snackable content optimized for all its social channels, including TikTok, Instagram, YouTube, and LinkedIn. It often overlays visual content with captions and narratives, making it easy for audiences to digest the information even on mute. Using a diverse range of formats, from ‘a day in the life’ videos to employees sharing expertise, behind-the-scenes footage, and humorous anecdotes, this brand knows how to grab its audience’s attention quickly and keep them coming back for more.

The Takeaway

Meet Gen Z where they are and respect their time. This generation values speed, transparency, and high-quality visuals. Prioritize short-form, mobile-optimized content that delivers value in under 90 seconds, such as Instagram Reels, YouTube shorts, or LinkedIn carousels. 

Consider repurposing longer-form content into bite-sized pieces, for example, quotes, insights, and takeaways from whitepapers or reports. Importantly, ensure you share your content seamlessly and intuitively across multiple channels, with a mobile-first mindset.

#2 Social Proof and Validation

Gen Z doesn’t take marketing claims at face value. This is a generation that approaches decision-making with a healthy dose of skepticism, especially when it comes to traditional top-down messaging or overly promotional content.

These young adults like to do their research and collaborate with others before making a purchasing decision, often gathering diverse perspectives from multiple trusted sources, including peers, social media, online reviews, and gen AI tools. They want to see that others like them have had a positive experience with a brand before committing.

“Younger decision-makers (under 40) involve nearly twice as many stakeholders (6.8) as older executives (3.5) in buying decisions.”

Best-in-Class: HubSpot

HubSpot nails this need for collaboration and validation with its Marketing ROI Calculator, which allows users to input their data – such as marketing spend and lead conversion rates – to calculate personalized results. Importantly, the tool is built for sharing, making it easy for users to share insights with their colleagues, enabling collaborative, transparent decision-making backed by real data.

The Takeaway

Create content that highlights the real-world value of your product and package it into formats that audiences can easily share with others and on social media. Think testimonials, customer stories, case studies, reviews, product comparisons, interactive demos, and user-generated content. These formats showcase the tangible benefits your brand delivers while helping Gen Z gather the validation they’re looking for.

To maximize reach and engagement, package this content into highly shareable formats – like short-form videos or carousels – that Gen Z can easily distribute across platforms and use to bring colleagues, friends, and other stakeholders into the decision-making process.

At the same time, optimize your content for AI discovery. With Gen Z increasingly tapping into tools like ChatGPT to review purchasing decisions, brands should embrace Generative AI Optimization (GEO) and Answer Engine Optimization (AEO). This means creating fresh, original, and well-structured content that’s easy for AI to scan and include in responses.

Finally, consistently encourage and repost user-generated content. In a world where Gen Z is constantly cross-checking sources, surfacing real, authentic voices builds the kind of trust that polished brand content cannot replicate.

#3 Purpose-Driven Content

Gen Z is a values-driven generation, deeply committed to social and environmental issues. They champion climate change, diversity and inclusion, mental health, and LGBTQ+ rights. And expect the brands they engage with to do the same. For them, supporting a brand means more than buying a product; it’s about aligning with a company that takes real action and stands up for what it believes in. This generation actively chooses, and remains loyal, to brands that demonstrate a purpose beyond profit.

Best-in-Class: Salesforce

When Salesforce was founded in 1999, co‑founder Marc Benioff embedded what would become known as the 1‑1‑1 model into its DNA: committing 1 % of equity, 1 % of its product, and 1 % of employees’ time toward social impact from day one. And it didn’t stop there. In 2014, the brand co-founded Pledge 1%, turning its internal model into a global movement. 

The Takeaway

Purpose is front-and-center for Gen Z decision-makers. This means your company’s mission and values need to be embedded in every aspect of your Gen Z marketing, from your messaging and storytelling to your business practices and partnerships. Showcase tangible actions that align with your brand and sector, such as sustainability initiatives, diversity and inclusion efforts, and ethical governance practices.

Demonstrating your purpose can be as simple as highlighting measures your business takes to reduce waste, lower energy usage, and tackle diversity. It could be employee stories that reflect your commitment to diversity or updates on environmental or social goals you’re targeting. Importantly, Gen Z doesn’t just want to hear what you stand for; they want to see it in action.

#4 Unfiltered Narratives

Gen Z is more discerning than previous generations, shaped by the economic instability of the 2008 financial crisis and the turmoil of the COVID-19 pandemic. They’re selective about the brands they support and the products they invest in, choosing companies that feel genuine and aligned with their values.

This generation favors approachable, honest communication over traditional corporate speak. They trust real people over curated marketing campaigns, looking to peers, employees, and micro-influencers for validation of a brand’s credibility. To earn their trust, brands must lead with transparency and show their human side through relatable content that features real voices and raw, unfiltered footage they can relate to.

Best-in-Class: Xero

Xero consistently shares approachable, jargon-free content across its social channels, making complex financial concepts easy to understand. Its relaxed, conversational tone helps demystify financial education, making it more accessible and engaging for small business owners and entrepreneurs.

The brand teams up with experts to deliver first-hand insights, pokes fun at financial jargon, and adds a splash of humor to its posts, positioning itself as approachable, friendly, and a trusted peer. But what makes the brand stand out is how it listens to its users, proactively acting upon and sharing their feedback, and in so doing, positioning itself as a brand that genuinely cares about its customers.

The Takeaway

Show the human side of your brand by sharing content that gives audiences a glimpse into the people and culture behind your company. For example:

• Create behind-the-scenes footage, such as ‘a day in the life’, team moments, or event highlights.
• Highlight your in-house expertise by featuring employees or thought leaders sharing tips, insights, or knowledge in short, digestible formats.
• Tell real customer stories, using testimonials and case studies that show how your product or service made a tangible impact on their work.
•  Drop stiff, formal language in favor of a tone that’s clear, warm, and conversational.
• Amplify user-generated content by reposting posts such as product reviews, demos, and comparisons.