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Key Takeaways Gen Z B2B buyers prefer self-guided discovery and trust vendors who help them learn over those who pitch.
They move across platforms to research, compare and validate solutions on their own and engage with brands only after they have built their own understanding.
Traditional B2B marketing misses the mark. To win Gen Z buyers, you must create content that teaches, builds understanding and helps solve real problems.
You must also integrate your product naturally into the learning and let your audience explore on their own terms.
Something subtle has shifted in how buyers make decisions, and most startups are still playing by the old rules.
According to Deloitte’s 2025 Gen Z and Millennial Survey, nearly two-thirds of the workforce now falls into these generations, and more than half report using generative AI daily. That combination is changing not just who your buyers are, but how they evaluate you. They are faster, more informed and far less tolerant of traditional marketing.
If your strategy still relies on polished messaging and product-first positioning, you are already behind.
Gen Z decision makers are not waiting to be sold to. They are actively learning their way to a decision, often without you. They move across platforms, validate information through peers and engage with brands only after they have built their own understanding.
That shift puts pressure on founders and marketing leaders to rethink what “value” actually looks like. Attention is no longer the goal. Relevance is. And relevance comes from helping your audience get better at what they do.
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