Millennials and Gen Z zoomers constitute 64 percent of business buyers, according to a report from Forrester Research Inc.
In the next two years, more than a third of millennial and Gen Z business buyers will purchase through self-guided digital channels.”
Source: Digital Commerce 360, February 15, 2023. Link. Younger buyers are more demanding, engaging in more buying activities, and more willing to express their dissatisfaction with the buying process.
INSIGHTS: Adapting go-to-market strategies will be an ongoing requirement and applies to buying raw materials and supplies, as well as also goods and services.