TLDR
Nine in ten B2B marketers say future growth depends on reaching Gen Z and Millennial decision-makers, according to a LinkedIn-commissioned study of more than 24,000 professionals across 12 markets. Independent research from Forrester and Gartner backs the finding: younger buyers already hold the majority of senior purchasing roles and two-thirds prefer to buy without a sales rep.
KEY TAKEAWAYS
What the research found
LinkedIn commissioned research firm Censuswide to survey 18,050 professionals and 6,196 marketers across 12 markets, including Australia, in July 2026.[1] The headline figure: 89% of B2B marketers say future growth depends on their ability to influence Gen Z and Millennial decision-makers.[1]
The study was commissioned by LinkedIn, which sells advertising to B2B marketers. Independent buyer research points the same way.
How the numbers stack up against independent buyer data
Forrester's Buyers' Journey Survey, published in April 2026, found that 64% of business buyers at manager level and above are already Millennials or Gen Z.[2]
Gartner adds the behavioural dimension. Its survey, conducted in August and September 2025 and published in March 2026, found that 67% of B2B buyers prefer a rep-free buying experience.[3] These buyers do their research, form a view, and contact a vendor once they have already decided.
Taken together, the studies suggest younger buyers form their views from peers and expert content before they speak to a vendor.
What marketers say works
The LinkedIn research identifies the formats marketers rate highest for reaching these buyers. Short-form video tops the list at 49%, followed by expert-voice content at 42%.[1]
73% of marketers in the study agree that brand credibility has become more important than brand visibility, and 78% say brands must appear in trusted professional networks to earn that credibility.[1]
Andrea Rule, Director of LinkedIn Marketing Solutions, said: "Today's buyers look to their community of peers and experts to help them make decisions, and that's why focusing on just visibility without credibility in your marketing strategies falls short. Right now, there is no more valuable currency in the world than trust. The brands that win will show up creatively, through the people and channels their audiences trust most."[4]
Lindsay Bennett, Communications and Content Lead at Ideally, pointed to a practical consequence for brand teams. "Younger buyers are looking for expertise, perspective and proof, which means executives, employees, customers and creators are becoming an increasingly important part of the marketing mix," Bennett said. "The brands that do this well will embrace a diversity of voices and perspectives, rather than simply asking people to amplify the company line."[4]
Among marketers surveyed, 84% in the LinkedIn study believe Gen Z buyers are more likely to consider a brand validated by someone in their professional community.[1] The Censuswide study covered 12 markets, with Australia among them, and LinkedIn plans to publish further findings through the remainder of 2026.
SOURCES & CITATIONS
FREQUENTLY ASKED QUESTIONS
Who commissioned the B2B buyer research and how large was the sample?
What share of senior B2B buyers are now Millennials or Gen Z?
What formats do B2B marketers rate highest for reaching younger buyers?
Why do younger B2B buyers avoid sales reps?
James Dore is founder and editor of Prompt the Market and Strategy Director at Bushnote, a Sydney strategy, SEO and AI search agency. He has a background in strategy, media and financial services, and led consumer product marketing at MONEYME. He writes on AI search, answer engines, technology policy and media economics.
