A Profile of Younger B2B Decision-Makers


B2B decision-makers under age 40, often tech natives, tend to blur work-life boundaries, seek continual self-evolution, and expect brands to address social issues, according to recent research from The B2B Institute at LinkedIn, Light Years, and GWI.

The report was based on data from a survey of 17,000 knowledge workers age 21-40 in 10 global markets.

The researchers identified four key characteristics of younger B2B decision makers, whom they dubbed “BETAs”: blurred boundaries (B), evolving (E), tech native (T), and activist (A).

Below are highlights from the survey addressing each characteristic. Check out the full report for an in-depth exploration of the research.

Blurred Boundaries

Work and home life often overlap for BETAs: 81% say they often work late and 89% say they check email/messages outside of work.

B2B decision-makers under age 40 are significantly more likely to say they use business services such as Zoom for both personal and professional reasons, compared with decision-makers over the age of 40.


BETAs often seek to self-improve online, with a significantly higher share of B2B decision-makers under age 40 saying they engage in professional online learning, compared with decision makers over age 40.

Being at the forefront is also more important for BETAs. A greater share of younger decision-makers say they always like to stand out in a crowd, try new products, and regularly inform friends and family about new products/services.

Tech Natives

BETAs are tech and mobile natives. Fully 71% say they use their smartphone for work.

Although email is their most used communication channel, B2B decision-makers under age 40 are much more likely than decision-makers over age 40 to use collaboration tools, such as Slack and Microsoft Teams.


BETAs care strongly about workplace diversity (76% say they like to be surrounded by diversity) and sustainability (67% say they would pay more for sustainable/eco-friendly products).

Some 48% of US B2B decision-makers under age 40 say they expect brands/companies to review hiring policies to support the Black Lives Matter Movement, and 47%say they expect brands/companies to ensure diversity in their leadership/management teams.

About the research: The report was based on data from a survey of 17,000 B2B knowledge workers age 21-40 in 10 global markets.

Source link

Share this article

Recent posts

How to Sell B2B: Ways a Marketing Team Can Profit

Even as B2B marketers breathe a sigh of...

15 Writing Lessons From Famous Authors [Infographic]

Looking for sage writing advice from authors like Toni Morrison, Stephen King, and Haruki Murakami? An infographic (below) from Ivory Research provides nuggets of...

Landing Page Conversions by Industry

Median and average conversion rates for landing pages...

Interactive Content: 4 Ways to Succeed at Tradeshows

The pandemic has affected almost every aspect of...

Poised for Profit With Digital Customer Engagement

Sales is "the transfer of enthusiasm," an old...

Popular categories


Please enter your comment!
Please enter your name here

Recent comments