Are You Thinking About Your Next Audience? The Rising Generation of Tech Buyers and Influencers

As a Chief Marketing Officer with over 25 years of experience in marketing, I’ve witnessed the tech industry undergo seismic shifts. From the advent of the internet to the rise of cloud computing and now the explosion of AI, each era has brought new challenges and opportunities. But today, we’re standing at the precipice of one of the most transformative shifts yet: the rise of Gen Z as tech buyers and influencers.

The average age of IT decision-makers today is 45-54 years old, according to a 2022 report by Gartner. Many of these decision-makers are Baby Boomers and Gen Xers who will retire in the next decade. By 2030, Gen Z (born 1997-2012) and Millennials (born 1981-1996) will dominate the tech buying landscape. If your company hasn’t started thinking about how to engage this new generation of buyers, now is the time.

The way Gen Z and Millennials research, evaluate, and purchase technology is fundamentally different from previous generations. Their preferences, values, and consumption habits are reshaping the B2B and B2C landscapes.

In this blog, we dive a little deeper into what this means for your Ideal Customer Profile (ICP), messaging, and storytelling—and how you can adapt to stay ahead.

The Generational Shift: What the Data Tells Us

The Aging Workforce and the Rise of Gen Z

By 2025, 75% of the global workforce will be Millennials, according to Deloitte. Gen Z is also entering the workforce in droves, bringing fresh perspectives and expectations.
A Forrester study found that 40% of B2B tech buyers are already under the age of 35, and this number is growing rapidly.
The retirement of Baby Boomers is accelerating. Pew Research reports that 10,000 Baby Boomers retire every day in the U.S. alone. This means tech buying power is shifting to younger generations who have different priorities and preferences.

The Impact on Tech Buying

Gen Z and Millennials are digital natives. They’ve grown up with technology at their fingertips and expect seamless, intuitive experiences.
According to a 2023 report by McKinsey, 65% of Gen Z and Millennial buyers prefer to self-educate through online resources before engaging with a sales representative. This is a stark contrast to older generations, who often relied on direct interactions with vendors.

How Gen Z and Millennials Differ from Gen X and Baby Boomers

Buying Behaviour

Baby Boomers (born 1946-1964): Value trust, reliability, and long-term relationships. They prefer detailed product specs and ROI-focused messaging.
Gen X (born 1965-1980): Similar to Baby Boomers but more tech-savvy. They value efficiency and act as the bridge between older and younger generations.
Millennials (born 1981-1996): Focus on collaboration and peer reviews. They rely heavily on social proof, case studies, and testimonials.
Gen Z (born 1997-2012): Values authenticity, speed, and personalised experiences. They are more likely to trust influencers and user-generated content than traditional advertising.

Example: A Gen Z buyer might discover a new software solution through a TikTok video from a tech influencer, while a Baby Boomer might rely on a whitepaper or a recommendation from a trusted colleague.

Content Consumption

Baby Boomers and Gen X: Prefer email, whitepapers, and webinars. They value in-depth, long-form content.
Millennials: Engage with blogs, podcasts, and LinkedIn. They value visually appealing, snackable content.
Gen Z: Consumes content primarily through short-form videos (TikTok, Instagram Reels) and social media. They have an 8-second attention span, according to Microsoft research, and expect instant gratification.

Example: A Millennial might watch a 10-minute product demo on YouTube, while a Gen Z buyer would prefer a 30-second TikTok clip highlighting the key features.

What They Care About

Baby Boomers and Gen X: Focus on stability, reliability, and proven solutions.
Millennials: Prioritise innovation, sustainability, and corporate social responsibility.
Gen Z: Care deeply about diversity, equity, inclusion (DEI), environmental impact, and ethical business practices. A McKinsey study found that 70% of Gen Z consumers prefer to buy from brands that align with their values.

Example: A Gen Z buyer might choose a vendor that uses renewable energy over a competitor with a slightly lower price but no sustainability initiatives.

What This Means for Your ICP and Messaging

Rethink Your ICP

Your ICP is no longer a 50-year-old IT director with 20 years of experience. It’s increasingly a 30-year-old IT manager or a 25-year-old engineer who influences buying decisions.
Consider their pain points: Gen Z and Millennials are digital natives who expect seamless, tech-driven experiences. They want solutions that are easy to implement, scalable, and future-proof.

Example: If you’re selling cloud solutions, your messaging should emphasise ease of integration, scalability, and how your product supports remote work—a key priority for younger buyers.

Adapt Your Content Strategy

Short-form video: Invest in platforms like TikTok, YouTube Shorts, and Instagram Reels to capture Gen Z’s attention.
Interactive content: Use quizzes, polls, and interactive demos to engage younger buyers.
User-generated content: Encourage reviews, testimonials, and case studies from peers to build trust.

Example: Adobe’s #CreateWithAdobe campaign on TikTok showcases user-generated content, demonstrating how real people use their tools to create stunning visuals. This approach resonates strongly with Gen Z.

Align with Their Values

Highlight your company’s commitment to sustainability, DEI, and ethical practices. Gen Z and Millennials are more likely to support brands that share their values.
Be transparent and authentic in your messaging. Avoid corporate jargon and focus on real-world impact.

Example: Patagonia’s “Don’t Buy This Jacket” campaign, which encouraged consumers to consider the environmental impact of their purchases, is a masterclass in aligning with Gen Z values.

Case Studies: Companies Getting It Right

Microsoft’s TikTok Strategy: Microsoft has embraced TikTok to engage younger audiences. Their account features behind-the-scenes content, employee stories, and fun, relatable videos about their products. This approach has helped them connect with Gen Z in a way that feels authentic and engaging.

Salesforce’s Sustainability Messaging: Salesforce has made sustainability a core part of its brand. Their “Net Zero Cloud” product helps companies track and reduce their carbon footprint, appealing to Millennial and Gen Z buyers who prioritise environmental responsibility.

HubSpot’s Interactive Content: HubSpot uses interactive tools like website graders and marketing quizzes to engage younger buyers. These tools provide immediate value and align with Gen Z’s preference for self-directed learning.

Are You Ready to Engage Gen Z?

The next generation of tech buyers and influencers is here, and they’re reshaping the B2B landscape. Companies that fail to adapt risk being left behind.

Here’s your action plan:

Audit your ICP: Does it reflect the rising generation of buyers?
Revamp your content strategy: Are you meeting Gen Z and Millennials where they are?
Align with their values: Does your messaging resonate with their priorities?

The generational shift isn’t coming—it’s already here. The question is, are you ready to meet it head-on?

References:

- Gartner, “The Future of IT Buying: How Generational Shifts Are Changing the Game” (2022)
- Forrester, “The Rise of Gen Z in B2B Tech Buying” (2023)
- Deloitte, “Global Millennial and Gen Z Survey” (2023)
- McKinsey, “The State of Gen Z: What Brands Need to Know” (2022)
- Pew Research, “Baby Boomer Retirement Statistics” (2021)
- Microsoft, “Attention Spans in the Digital Age” (2015)
- HubSpot. https://blog.hubspot.com/marketing/marketing-to-gen-z

By understanding and embracing the preferences of Gen Z and Millennials, you can future-proof your marketing strategy and stay ahead. The time to act is now.

Vanessa Cardwell is the Chief Marketing Officer and Managing Director at Bite IT Marketing, where she leads innovative marketing strategies, champions the integration of AI in content management, and helps businesses gain the industry recognition they deserve.